Golden State Warriors point guard Stephen Curry isn’t only becoming the most dominant player in the league, he’s also becoming the most marketable. The reigning most valuable player and the Warriors have grown to be one of the most popular global brands, as well as the top-selling NBA player and team on the largest online retailer of licensed sports merchandise, Fanatics.com.
Steve Stoute may have come from the music industry, but he understands a core tenet of advertising: It’s all about relationships. So, while Stoute’s Translation agency beat R/GA and Goodby, Silverstein & Partners straight up to win a pitch for the NBA’s creative account, his ties to the league’s new marketing chief, Pam El, got him into the contest in the first place. Both worked together when Els led marketing at State Farm, a Translation client.
08 Dec 14
All NBA teams that have won a championship will wear a small gold tab on their back jersey collars starting with the 2014-15 season, according to images obtained from an adidas retail catalog that began circulating on the Internet on Tuesday afternoon. The gold championship tab would be the first league-wide championship badge ever used by one of the “Big Four” North American professional sports leagues, and it is similar to the star system used by soccer teams to denote World Cup titles.
NBA jerseys next season will have gold patches recognizing past championship teams. The small, rectangular tabs feature an image of the Larry O’Brien trophy and appear on the back of the jersey’s collar, above the league’s Jerry West logo, which has been moved from the left shoulder on the front to above the player’s last name on the back. Each franchise with at least one title gets the trophy patch. Franchises with multiple titles get patches that include a “2x” or “3x” or more alongside the trophy.
First, the Christmas Day jerseys, which again feature team logos centered on the front, but are no longer sleeved. Because the schedule has not been released, adidas mocked up designs for every team. This season’s big gimmick appears to be the player’s first name printed below the number on the back.