Capturing NBA Spirit Through Creative Partnerships
The National Basketball Players Association, which is the union representing current professional basketball players in the NBA, on Monday announced a new commercial brand campaign in collaboration with Kendrick Lamar’s creative agency, Project 3, featuring NBA stars.
The new brand, PLYRS UNTD, “transforms the collective influence of NBA players into products, partnerships, and global business opportunities,” according to the NBPA. It will operate as a consumer-facing brand that markets and commercializes the collective name, image, and likeness rights of NBA players. PLYRS UNTD will work with brands and industry leaders to create opportunities for new fan experiences, global licensing opportunities, merchandise, content, player/brand collaborations, strategic investments, and more.
As part of the launch, the short film Own the Game produced by Lamar’s Project 3 Agency, debuted at the Cannes Lions International Festival of Creativity. Kyrie Irving narrates the campaign, which features 22 NBA players, including Jaylen Brown, Jalen Brunson, Stephen Curry, Kawhi Leonard, Jamal Murray, and Karl-Anthony Towns.
Additional initiatives include the opening of the PLYRS UNTD Performance Center in Los Angeles and other community-focused projects under the initiative’s umbrella.
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