ATLANTA — The Atlanta Dream are teaming up with Jasmine “Jas” Alston, a former Division I basketball player turned creative powerhouse, to debut HBCU Dream Night on Friday, Dec. 5, when the Dream take on the Los Angeles Sparks.
The special event will spotlight the culture, history, and pride of Historically Black Colleges and Universities (HBCUs), blending basketball, entertainment, and exclusive merchandise into a celebration designed to honor Black excellence and inspire future generations.
From Athlete to Creative Visionary
Alston’s journey from the hardwood to the creative world reflects the resilience and innovation at the heart of HBCUs. A North Carolina Central University basketball alum, she later joined Bethune-Cookman University as a graduate assistant in athletic communications. There, she earned her master’s degree and became Creative Director for B-CU Athletics and its Cateye Network.
Her path didn’t stop there. Alston went on to lead creative projects for the University of Oregon football program and Foot Locker, Inc., before co-founding The Blk Originals (TBO) — a creative agency focused on authentic storytelling through research, ideation, and design. Today, she uses her platform to mentor young Black creatives eager to carve out careers in sports, fashion, and design.
Blending Fashion and Purpose
Outside of agency work, Alston also runs Concessions By Jas, a fashion brand that reimagines sportswear with a modern, sporty-chic twist. Her pieces often incorporate athletic motifs and celebrate women who embrace bold, athletic-inspired style.
“Through TBO, we created a collaboration between Concessions By Jas and the Atlanta Dream to celebrate the legacy of our institutions and the importance of preserving them,” Alston explained.
That collaboration now anchors HBCU Dream Night, carrying the motto: “Inspiring the next generation to honor, preserve and attend Black institutions.”
What Fans Can Expect on HBCU Dream Night
Set in a city that proudly houses four HBCUs — Clark Atlanta University, Spelman College, Morehouse College, and Morris Brown College — the Dec. 5 game will channel Atlanta’s unique HBCU pride. Thousands of alumni in the metro area are expected to take part, turning the night into a showcase of tradition and community.
Fans attending HBCU Dream Night will enjoy:
- Halftime entertainment featuring HBCU-inspired drumlines and dance teams.
- In-game activations celebrating school rivalries, traditions, and alumni pride.
- Exclusive HBCU-themed merchandise co-designed by Concessions By Jas.
- Special giveaways and fan engagement moments throughout the evening.
For Alston, the event is more than just basketball; it’s about community impact.
“Our HBCU Night will be a night of celebrating the HBCU community,” she said. “Atlanta is a special place where generations of alumni come together to support and uplift the institutions that shaped them.”
With basketball, culture, and fashion coming together under one roof, HBCU Dream Night is shaping up to be more than just a game — it’s a statement about legacy, creativity, and the future of Black institutions.
