The National Basketball Association has struck a partnership with luxury brand Louis Vuitton, according to Women’s Wear Daily.
A save-the-date notice has been sent to invited guests by the French fashion house for a Jan. 22 event at its flagship Paris shop that features a basketball court featuring the brand’s LV initials. The event. The invitation is to “celebrate the new partnership between Louis Vuitton and the NBA.”
The event comes in advance of the scheduled January 24 game in Paris between the Milwaukee Bucks and Charlotte Hornets, representing the league’s first regular-season contest in that city.
WWD reports that Louis Vuitton has a history of working with several other sports properties and events, particularly on producing trophy cases for the likes of the America’s Cup, Fifa World Cup, Rugby World Cup, and Riot Games, producer of the popular video game series League of Legends.
The Louis Vuitton-NBA tie closely follows a somewhat similar apparel partnership between the National Football League and fashion retailer H&M.
The NBA this week named dairy products firm Yoplait as a sponsor of the NBA Paris Game. YOP, the drinkable yoghurt, has been named as the ‘Promotional Partner and the Official Yoghurt’ of the game.
Detailing elements of the activation plans, the NBA said: “YOP will look to champion their mission of celebrating ‘positive change’ focused on their core teen audience along with the NBA by identifying fans on social media channels and via its own group of influencers to be a part of a dedicated ‘YOPStars’ team.
“The ‘YOPStars’ win the chance to participate in an exclusive clinic teaching fundamental basketball and team building skills, led by NBA staff at NBA House, the NBA’s official interactive, free fan experience and hospitality venue around The NBA Paris Game 2020. They then go on to participate in a ‘YOPStars’ 3X3 game open to the public visiting NBA House, as part of a digital content series to be shared across both YOP’s and the NBA’s social channels.”
The NBA has also this week struck a new music-oriented partnership with Apple Music and independent music label UnitedMasters.