Rams Black History Month | Los Angeles Rams - therams.com
Setting the Standard is a tribute to excellence that has always defined Los Angeles. Long before greatness had a name, the Fearsome Foursome—Deacon Jones, Merlin Olsen, Rosey Grier, and Lamar Lundy—showed the world what it looks like to lead with confidence, creativity, and conviction. They didn't follow the game—they changed it, proving that greatness isn't given, it's claimed. This Black History Month, we honor the legacy they built and the standard they set—one that lives on in the city, in the culture, and in every generation bold enough to define greatness for themselves.
Setting the Standard | Celebrating Black History Month
The Los Angeles Rams are celebrating Black History Month by honoring the iconic group, the Fearsome Foursome. Their dominant plays set the standard and inspired future greats.
Meet the Artist
Michael Fletcher
Designing a Visual Bridge Between Legacy and the Future
For the Setting the Standard Black History Month campaign, the Los Angeles Rams partnered with multidisciplinary designer and creative director Michael Fletcher, whose work lives at the intersection of culture, sport, and storytelling. Known for collaborations with brands and artists including Nike, the Dallas Mavericks, Travis Scott, A$AP Rocky, Foot Locker, Adidas, and professional athletes across the NFL and NBA, Fletcher approaches design as a way to translate history into something present, lived, and forward-looking.
That philosophy sits at the heart of Setting the Standard. Rather than treating the helmet as pure iconography, Fletcher reimagined it as a frame into something deeper.
"Setting the Standard was about creating a visual bridge between past and future," Fletcher explains. "I wanted the work to feel like something you look into rather than just look at. On the field, we always see the helmet first, but rarely the humanity behind it. This campaign flips that perspective and lets you look inside into legacy, identity, and impact."
Rams at Black on the Block
Henry R. Jones II
Born and raised in Pasadena, CA, Henry R. Jones II discovered his passion for art early, constantly drawing and creating. His focus shifted to photography after the 2014 passing of his mother, Merlinda Love-Jones. While preparing for her memorial, he realized there were too few photos to fully honor her life. That moment inspired him to preserve memories for others by capturing meaningful, lasting images.
He founded Love Jones Productions to go beyond taking pictures and truly capture moments. Since launching, Henry has worked with brands including Spotify and Nike Los Angeles. In February 2021, he collaborated with Forever21 as a featured artist for their Black History Month Collection, showcasing his photography on bestselling apparel. His work has since appeared worldwide in music videos, television shows, and short films.
Henry strives to create images that reflect each client's vision while highlighting everyday beauty. Through professionalism and creativity, Love Jones Productions helps clients preserve moments that become lasting legacies.
As a native to the Los Angeles area, being able to capture this moment for the Los Angeles Rams amongst the same community that has helped me establish myself within the creative community, means a lot. I remember being in the 4th grade and LA Rams legend, Eric Dickerson visited my elementary school, Jackson Elementary in Altadena, CA the message he spoke about staying consistent has always stood out to me. Setting the standard resonates in this particular moment because it is relative to the speech he gave to my elementary school over 30 years ago. This is indeed a full circle moment and I am thankful to be apart of this moment.
