Javonte’ Harding is used to making an impression, whether he’s sprinting on the track or designing clothing that speaks to the soul. A graduate student at the University of Tennessee, Knoxville, and a standout on the UT track team, Harding is also the founder of I.AM.NRML, a fashion brand that challenges the idea of what it means to be “normal.”

Originally from Prince George, Virginia, Harding is currently pursuing his master’s in the UT Institute of Agriculture’s Department of Agricultural Leadership, Education and Communications program. Harding explains that balancing academics and athletics with the details and effort entrepreneurship requires hasn’t been easy, but it’s been deeply fulfilling.

“From the fabric and thread to the tiny little details that go unnoticed, the work became more than a clothing brand for me but a sense of confidence and identity,” Harding said.

He launched I.AM.NRML in 2020 to navigate his own identity outside of sports. “Many athletes have issues with figuring out who we are outside of our sport,” he said. “I believe fashion gives us a chance to showcase who we are as people.”

The brand’s name reflects that vision. Often printed simply as “I.AM…,” it invites wearers to complete the statement in a way that’s personal and empowering.

Building Beyond the Finish Line

When Harding transferred to the UT his junior year — following his coach, who had accepted a head coaching role — he found more than just a new team. He also discovered support for his entrepreneurial goals.

Through the Thornton Athletics Student Life Center, Harding got involved with the Anderson Center for Entrepreneurship and Innovation and was invited to participate in the SEC Pitch Startup Competition. “They helped me create my first ever script and elevator pitch,” he said. “They also provided resources for me to create a pitch video.”

The journey hasn’t been without challenges. Periods of low sales and creative block were tough, but Harding drew inspiration from brands he admired, using them as a launchpad for his own ideas. “A lot of my designs and inspirations come from brands that I admire personally,” he said. “I am always adding my own unique touch and constantly learning new ways to make my design stand out.”

Harding still recalls the moment he hit a major milestone: his first 100 orders. “It may be a small amount to some people, but it told me that 100 people believe in my message.”

Now, I.AM.NRML is more than a brand, it’s a platform. “It provides a way for athletes to express their personality in and out of the game,” Harding said. “Through fashion, we help provide a way for athletes to feel more connected to the community, and more importantly, their authentic self.”

About the Anderson Center for Entrepreneurship and Innovation

The Anderson Center for Entrepreneurship and Innovation, housed in the UT Haslam College of Business, is the front door to entrepreneurship at the university, connecting entrepreneurs and innovators at every stage with the resources, networks and expertise needed to solve real challenges. By cultivating an entrepreneurial mindset across campus, connecting entrepreneurs with resources and mentorship they need to grow and collaborating with the UT and regional ecosystem, the Anderson Center is developing an entrepreneurial culture where Volunteers are empowered to identify unmet needs and take bold action to create value through new ventures.

Contact

Kelsey Craighead, marketing and events coordinator, kcraigh2@vols.utk.edu

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Author

Morgan Lounds