The National Basketball Players Association, the union that represents current professional basketball players in the NBA, on Monday announced a new brand campaign in collaboration with Kendrick Lamar’s creative agency, Project 3, featuring NBA stars.
The new brand, PLYRS UNTD, “transforms the collective impact of NBA players into global products, partnerships and business opportunities,” according to the NBPA. It will operate as a direct-to-consumer brand and market and market 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 and content, player-brand collaborations, strategic investments and more.
As part of the short film launch Own the gameproduced by Lamar’s Project 3 agency, debuted at the Cannes Lions International Festival of Creativity. Kyrie Irving narrates the campaign featuring 22 NBA players, including Jaylen Brown, Jalen Brunson, Stephen Curry, Kawhi Leonard, Jamal Murray and Karl-Anthony Towns.
“I am excited to be part of an organization that is truly aligned with the vision and values of NBA players,” NBA President Fred VanVleet said. “PLYRS UNTD was born from our desire to own a part of the ecosystem we have built, and we intend to bring fans to a side of the business that truly reflects player culture.”
Added incoming NBPA Executive Director and PLYRS UNTD CEO David Kelly: “The launch of PLYRS UNTD represents a turning point in how we view our business footprint. Instead of simply leasing player talent to leagues and teams, we operate as an organization itself, using our unified voice to build equity and drive the market.”
The launch coincides with the opening of the PLYRS UNTD Performance Center in Los Angeles this summer as a 24/7 offseason home for NBA players where they can train on their own schedules.
The new business-to-consumer brand replaces THINK450, the NBPA’s former business-to-business arm.
a witness Own the game Short below.
