{"id":2263,"date":"2026-06-22T18:36:27","date_gmt":"2026-06-22T18:36:27","guid":{"rendered":"https:\/\/uspropertymoves.com\/?p=2263"},"modified":"2026-06-22T18:36:27","modified_gmt":"2026-06-22T18:36:27","slug":"nba-players-union-launches-new-brand-designed-to-reach-fans-featuring-collab-with-kendrick-lamars-creative-agency","status":"publish","type":"post","link":"https:\/\/uspropertymoves.com\/?p=2263","title":{"rendered":"NBA Players Union Launches New Brand Designed to Reach Fans, Featuring Collab With Kendrick Lamar\u2019s Creative Agency"},"content":{"rendered":"<div>\n<!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tThe 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\u2019s creative agency, Project 3, featuring NBA stars.<\/p>\n<p>Read more <a href=\"https:\/\/uspropertymoves.com\/?p=2261\">Derek Hough Teases \u2018Dancing With the Stars\u2019 Season 35 After Milestone 20th Anniversary Tribute<\/a><\/p>\n<p>\n\tThe new brand, PLYRS UNTD, \u201ctransforms the collective influence of NBA players into products, partnerships, and global business opportunities,\u201d 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 new fan experiences, global licensing opportunities, merchandise, content, player\/brand collaborations, strategic investments and more.\u00a0<\/p>\n<p>\n\tAs part of the launch, the short film <em>Own the Game<\/em>, produced by Lamar\u2019s 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. <\/p>\n<p>\n\t\u201cI am excited to be a part of an organization that\u2019s truly aligned with the vision and values of NBA players,\u201d NBPA president Fred VanVleet said. \u201cPLYRS UNTD was born out of our desire to own a piece of the ecosystem we built, and we intend to bring fans to a side of the business that truly reflects player culture.\u201d<\/p>\n<p>Read more <a href=\"https:\/\/uspropertymoves.com\/?p=2259\">Olivia Rodrigo Is Launching a Music Festival Featuring Chappell Roan and Stevie Nicks<\/a><\/p>\n<p>\n\tAdded incoming NBPA executive director and PLYRS UNTD CEO David Kelly: \u201cThe launch of PLYRS UNTD marks a turning point in how we view our business footprint. Instead of just renting out player talent to the league and teams, we\u2019re operating as the enterprise itself, using our unified voice to build equity and drive the market.\u201d<\/p>\n<p>\n\tThe launch coincides with the opening of the PLYRS UNTD Performance Center in Los Angeles this summer as a 24\/7 off-season home for NBA players where they can train on their own schedules.<\/p>\n<p>\n\tThe new business-to-consumer brand replaces THINK450, the NBPA\u2019s previous business-to-business arm.<\/p>\n<p>Read more <a href=\"https:\/\/uspropertymoves.com\/?p=2257\">A \u2018Gabby\u2019s Dollhouse\u2019 Competition Series Is Coming to Netflix<\/a><\/p>\n<p>\n\tWatch the <em>Own the Game<\/em> short below.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The NBA players union representing launched a commercial brand campaign in collaboration with Kendrick Lamar\u2019s creative agency, Project 3.<\/p>\n","protected":false},"author":1,"featured_media":2262,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[352],"class_list":["post-2263","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interesting","tag-nba"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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