In South Korea, idols are seen as function fashions. Their polished picture and highly effective affect make them ultimate model companions, Joo famous. And, U.S. manufacturers aren’t simply chasing Okay-pop’s home followers; they’re leveraging the style’s world attain.
Amongst them is the NBA, which has labored with quite a few Okay-pop idols for the previous decade at residence and within the Asia Pacific (APAC) area. In 2016, Got7 and Twice modeled streetwear items representing groups just like the Chicago Bulls, the Cleveland Cavaliers, and the Brooklyn Nets.
Whereas the NBA is rooted within the U.S., its world attain has grown considerably in recent times.
“As a model that’s deeply embedded in tradition, we’ve been capable of discover working with celebrities and influencers in [APAC] and all over the world,” Sheila Rasu, vp, head of promoting for NBA Asia, mentioned. “Collaborating with Okay-pop artists has change into a pure extension of the NBA’s world fan engagement technique.”
Le Sserafim’s NBA partnership advanced organically. After attending a Lakers sport in 2023 sporting personalised jerseys from the model, followers dubbed them a “fortunate attraction” and started sporting NBA jerseys to live shows.
The group embraced the partnership, performing in NBA jerseys earlier than being appointed “Pals of the NBA” in 2024 beneath a multi-year deal. This system enlists celebrities and influencers, together with Enhypen and BTS’s Suga, to spice up the league’s visibility throughout APAC via appearances, occasions, and content material.
