The NBA Players Association is launching a new consumer-facing unit and brand, Plyrs Untd, that will initially focus on events and content. It effectively replaces the NBPA’s current B2B brand, Think450.
“Consumers do not know our brand, but consumers obviously know our guys, and our guys, probably more so than any other sport, represent culture in a different kind of way,” David Kelly, NBPA executive director, said in a video call. “In addition to collectively licensing the player rights to companies, it just makes sense to have a brand that is known by consumers, by customers.”
Kelly wants fans to think about the collective of his membership “more holistically through a brand that represents the players” in addition to how they are thought of as part of the NBA and individual players on a particular team.
The NBPA is kicking off the new venture with a digital ad campaign, “Own the Game,” narrated by nine-time All-Star Kyrie Irving featuring stars Stephen Curry, Jalen Brunson, Karl-Anthony Towns, Donovan Mitchell, Jaylen Brown and more. Kendrick Lamar’s creative agency, Project 3, produced the campaign and the “film” will debut at Cannes Lions.
“If you think about any artist who is authentically himself and goes directly to his fans, no one does it better, I would say, than Kendrick Lamar,” Kelly said. He adds that the PA wants to create an authentic brand that represents the players and does not have a “middleman,” and Lamar has done that with his fan base.
