NBA news and archive

Basketball star Luka Dončić launches direct-to-fan platform

Los Angeles Lakers star Luka Dončić has partnered with e-commerce platform Shopify to launch his own direct-to-fan “universe,” called 77X, offering exclusive merchandise and collectibles, alongside content and live experiences for his fans. In a statement, the NBA star said the move creates a new model for athlete-fan connection, designed to...

Fashion |In Pictures

Blackpink launches sports apparel collection with Fanatics and Complex

K-Pop girl group Blackpink has unveiled its first-ever sports apparel collection in collaboration with digital sports platform Fanatics and American media and entertainment company Complex. The limited-edition capsule has been designed to celebrate Blackpink’s highly anticipated comeback in the US and fuses the group’s signature style with the...

Fashion

Game 7 partners with Centric Brands to launch an apparel line

Multi-platform sports and entertainment brand Game 7 has launched its debut apparel collection in partnership with Centric Brands exclusive in Amazon Stores in the US. The line is described as a “style-driven sports team apparel collection” and aims to offer an elevated take on athleticwear, including exclusive National Basketball Association...

Fashion |In Pictures

Tommy Hilfiger collaborates with ’47 on basketball caps collection

American fashion brand Tommy Hilfiger is continuing to strengthen its position within the sports world with a new collaboration with sports lifestyle brand ’47 celebrating five National Basketball Association (NBA) teams. The capsule collection of caps fuses Tommy Hilfiger’s American-prep aesthetic with basketball’s sporting culture spotlighting...

Fashion

Jaylen Brown adds athleisure to his 741 brand

NBA star Jaylen Brown, number 7 for the Boston Celtics, who debuted his own performance and sneaker brand, 741, in October, has added luxury athleisure for men and women. Described as a hybrid of high fashion and innovation, the apparel line aims to offer a “bold new luxury alternative performance collection” featuring puffer coats, hoodies,...

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Fashion |In Pictures

Puma launches first-ever global basketball campaign

Sportswear brand Puma has launched its first-ever worldwide brand campaign for basketball as it continues to “ignite the future of its hoops division”. The ‘Forever. Faster. – See The Game Like We Do’ hoops campaign is all about seeing the game differently, inviting fans to see the game like Puma does with a determination to win and play for the...

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Fashion

Rhone signs multi-year partnership with the NBA

Rhone, the performance lifestyle brand dedicated to championing mental fitness, has signed a multi-year global marketing partnership with the National Basketball Association (NBA). To kickstart the collaboration, Rhone has enlisted NBA Champion and five-time All-Star Kevin Love as a brand ambassador to launch a campaign designed to raise...

Featured

Fashion

Jaylen Brown launches his own performance brand

NBA star Jaylen Brown, number 7 for the Boston Celtics, has launched his own performance and sneaker brand, 741, to “empower athletes and provide consumers with quality, stylish designs that elevate performance on and off the field”. Brown, who was previously endorsed by Adidas until his shoe contract expired in 2021, said in a statement that he...

Fashion

Canada Goose unveils first product co-designed with Shai Gilgeous-Alexander

Luxury outerwear brand Canada Goose has unveiled its first co-designed jacket with brand ambassador and basketball star Shai Gilgeous-Alexander. Dubbed the NBA’s most stylish player for his notorious charismatic style, Gilgeous-Alexander has co-designed a jacket with Canada Goose inspired by one of the luxury brand’s year-round favourite pieces,...

Retail|In Pictures

The Brooklyn Nets’ fashion brand Berō opens store

American basketball team The Brooklyn Nets has opened the first retail store for its private label merchandise brand, Berō, which debuted in December 2023. Located at the Barclays Center, the 200-square-foot storefront has been designed by the Brooklyn Home Company’s director of architecture, Stacey Walters, “to feel live-in and welcoming” and...

People

NBA’s Kyrie Irving becomes CCO and equity shareholder of Kicks Crew

Kyrie Irving, a professional basketball player for the National Basketball Association (NBA), has joined digital marketplace Kicks Crew as an equity shareholder and will further take on the role of chief community officer for the company. In a release, Kicks Crew said that the partnership was driven by “a mutual desire to democratise the sneaker...

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Business

Foot Locker announces new multiyear partnership with NBA

Foot Locker has signed a multiyear partnership with the National Basketball Association (NBA), which sees the US sportswear retailer become an official league marketing partner in the US. The new partnership builds on the long-standing relationship between the two that dates back to 1999 and comes on the heels of the launch of Foot Locker's "The...