The Players’ Platform. Empowering the 450 by Design.Players Association
Launched in 2018, the comprehensive rebrand of the National Basketball Players Association redefined the organization as a platform built to amplify the voices of all 450 NBA players. Guided by the mantra “Basketball is what they do, not who they are,” the brand system honored the Hall of Famers who paved the way for player empowerment while elevating the next generation of athletes defining their influence beyond the game. The identity introduced a contemporary design language and storytelling platform that framed players as multidimensional figures, leaders in business, culture, philanthropy, and social impact.
Through evergreen content, tentpole initiatives, and cultural campaigns, the NBPA evolved into a stage where players could own their narratives and expand their reach. Creative direction focused on building a flexible brand system that could scale across media, events, and partnerships while maintaining a unified voice for the league’s most powerful collective. The NBPA evolved beyond the structure of a traditional union to become a platform built for the players themselves.
The NBPA became the players' platform. A brand repositioned as a modern collective, one that amplified the voices, ambitions, and influence of all 450 NBA players. Through this shift, players were recognized for both their performance on the court and as entrepreneurs and creators shaping the future of sport and culture.
Creative Direction
Storytelling
Design System
Brand Identity
Brand Strategy
Marketing & Content
NBPA Office Redesign
The 2019 redesign of the NBPA headquarters in Midtown Manhattan transformed the space into a dynamic hub. The revitalized office seamlessly blends materials and design elements that reflect a deep connection to the game, featuring suites, meeting rooms, a player lounge, a locker room, and a basketball court. In partnership with Production Glue, the space was transformed to support NBA player’s business and performance needs.
One Court
Hosted at the luxurious Baha Mar resort in the Bahamas, One Court offered NBA players a premium retreat during All-Star Weekend, featuring luxury accommodations, gifting suites, private events, and exclusive brand experiences. It provided a sanctuary for networking, player-focused business opportunities, and union meetings. The three-day event featured premium touchpoints across the resort and golf course, with co-branded experiences from luxury and lifestyle partners like Lamborghini, Bose, VSCO, Fear of God, and Champion.
Players Voice Awards
For one night only with Los Angeles as the backdrop, the NBPA and Players Tribune celebrated the 2019 NBPA Players' Voice Awards as part of Players’ Night Out," to not only salute some of the league's best –– but recognize the impact culture has on the game. This visual direction was designed using Californian design-centric influences, connecting interior and exterior spaces with midcentury modern furniture, tropical plants, and bright neon lights.
Welcome to the League
To ensure rookies have the necessary skills and information for a smooth transition to life as an NBA player, the NBPA’s Rookie Transition Program is their welcoming party to the league. The NBPA partnered with NBA2K to welcome the 2019 Draft Class to its headquarters in Manhattan, where players could experience art, create customized sneakers, have a first look at their player avatars in NBA2K, and learn about everything the union offers.
Camps & Clinics
During the spring and summer, the NBPA hosts a series of basketball camps, clinics, and the prestigious Top100 Camp. Participants train under the guidance of top current and former NBA players and coaches, honing their skills while showcasing their talent. As a premier elite destination, Top100 is a crucial stepping stone for top recruits worldwide, offering a week-long developmental experience that shapes the next generation of NBA superstars.