Express Extends With NBA, Fashions Expanded Game Changers Campaign
Tuesday, October 9, 2018 at 04:40PM in Express, NBA, NBA, fashion, sports marketing

NYSJ Sports-Entertainment Business News Service

October 9, 2018:
Express believes it is well-suited for the upcoming NBA season, and has a roster of talent to support it.

The men’s and women’s clothing company has signed a multi-year deal extending its official alliance with the NBA and also has plans to expand upon its umbrella “NBA Game Changers” multi-platform marketing efforts.

To support its Performance Collect, Express will feature such players as Victor Oladipo (Indiana Pacers, pictured left), John Collins (Atlanta Hawks), Jamal Murray (Denver Nuggets) and rookies Mo Bamba (Orlando Magic, pictured below) and Trae Young (Atlanta Hawks).

The players will star in media that also introduces a collection of licensed apparel, available in November in-store and online.

The retailer will introduce a women's collection in 2019.

The integrated marketing and ad campaign will encompass Express' digital, social media and POP as well as the NBA's digital and social media platforms, breaking to coincide with the start of the 2018-19 season.

Express said it would also have a presence at the NBA All-Star 2019 this February in Charlotte, N.C.

"This season, expect bigger plays and increased energy as our NBA Game Changers take their game and personal style to the next level in our Performance Collection," David Kornberg, Express president and CEO, said via the company.

"We're also thrilled to offer our customers the opportunity to sport their own personal style and rep their favorite team with our new NBA-licensed collection."

An intro spot comes with the tag line, “Dress Like a Pro.”

Express said the emphasis on its Performance Collection would “illustrate each Game Changer's persona and journey to becoming a professional athlete, what drives and motivates him, and how fashion gives him the confidence to succeed both on and off the court.”

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