Express Changes the Game with NBA Pros

Expanding on an existing tie-up, Express has created a second Game Changers campaign starring Trae Young and other NBA professionals.

Express has expanded a multiyear deal with the NBA to include a second Game Changers campaign. Spotlighting its Performance Collection, the push features Mo Bamba (Orlando Magic) and Victor Oladipo (Indiana Packers) alongside Trae Young and John Collins of the Atlanta Hawks and Jamal Murray (Denver Nuggets).

As part of the effort, Express will also introduce an assortment of licensed apparel which will be available in-store and online beginning this fall. Building on the platform, the push offer consumers a deeper look at professional basketball through the lens of rookie and veteran players of the sport.

With a strategic emphasis on the new collection, multimedia content surrounding the overall initiative will roll out to illustrate the persona and journey of each of the campaign ambassadors. The narrative touches on the process of going pro, the players’ drive and motivation, and fashion for confidence on and off the court.

express game changers
(L-R) Trae Young; Mo Bamba; Victor Oladipo; Jamal Murray; and John Collins (top) are the 2018 Express Game Changers.

Additionally, Express will debut an NBA-licensed men’s line in November at stores in select markets as well as online. The range begins with graphic tees and fleece styles, and will expand next year into more categories to include blazers, dress shirts, ties, and underwear. Similarly, a women’s collection will also premiere in 2019.

From October onwards, the integrated marketing and advertising campaign will run across the clothing brand’s digital, social media, and in-store platforms as well as those of the National Basketball Association. Express will have a presence at the NBA All-Star 2019 slated for February in Charlotte, North Carolina.

“Expect bigger plays as our NBA Game Changers take their game to the next level in our Performance Collection. We are thrilled to offer our customers the opportunity to sport their personal style and rep their favourite team with our new NBA-licensed collection,” said David Kornberg, President and CEO of Express.

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