The National Basketball Association (NBA) and Rhone, the activewear brand, announced a multiyear global marketing partnership.
To support the partnership, Rhone signed five-time All-Star Kevin Love as a brand ambassador, who will work with Rhone to launch a campaign designed to raise awareness around mental and physical well-being. Rhone will additionally introduce custom content on the NBA Fitness platform, a digital content initiative within the NBA App focused on health and fitness.
“I’m proud to partner with Rhone in our shared commitment to shining a light on the importance of mental health,” said Love. “Physical fitness has always been a priority for athletes, but Mental Fitness is just as critical to success, both on and off the court. Together with Rhone, we’re working to break down the stigma around mental health and show that real strength comes from taking care of the mind and body equally.”
Rhone will feature its Commuter Shirt throughout the partnership with the league. Additionally, Rhone will produce licensed dress shirts featuring NBA and team logos, which will be made available for purchase in the coming months.
“Rhone has introduced an innovative product and a new category for the league that fittingly supports the NBA’s active fanbase,” said Lisa Piken Koper, head of apparel and sporting goods at the NBA. “Our collaboration with Rhone stems from our shared mission in helping advance both physical and mental well-being, which we look forward to building upon through Rhone’s custom content across NBA Fitness.”
In April 2018, the NBA launched a mental-health initiative called “Mind Health.”
“We’re thrilled to be partnering with the NBA and Kevin Love,” said Nate Checketts, CEO, Rhone. “This has been a dream for me since we launched Rhone a decade ago. This collaboration represents a powerful opportunity to connect with the dedicated NBA community and champion the importance of Mental Fitness, of which Kevin is a fierce advocate, together.”
Rhone has 15 retail locations.
