Express, Inc. (NYSE: EXPR), yesterday, announced Express’ NBA-themed “Game Changers” campaign centered around four young stars—Brandon Ingram, Denzel Valentine, Jamal Murray and John Collins—who exemplify the true spirit of what it means to be a game changer.
The specialty apparel and accessories retailer of women’s and men’s merchandise will tip-off the partnership with a series of lifestyle videos, which will reveal the brand ambassadors’ performance, style, determination and the will to win both on and off the court. The campaign will capture the essence of each athlete, what drives him to succeed and how fashion gives him the confidence to take on what’s next in his day and life—whether that’s suiting up in an Express Performance Suit for game day or relaxing in jeans on days off.
The partnership builds on Express’ history of collaborating with inspiring individuals and follows the retailers’ partnerships with professional athletes who were on the cusp of becoming champions in their sport.
“We’re proud to offer performance-driven fashion for self-starters going after what they want,” said David Kornberg, Express President, and CEO. “We couldn’t think of better partners in this mission than the NBA and its young up-and-coming players. We’re thrilled to bring our customers closer to the game and to share the authentic stories of hard work, grit, and perseverance through the lens of our NBA Game Changers Brandon, Denzel, Jamal and John.”
The integrated marketing and advertising campaign premiered across Express’ digital, social media, and in-store platforms as well as the NBA’s digital and social media platforms in the beginning of October 2017. In February, Express will also serve as an associate partner of the NBA Rising Stars Challenge during NBA All-Star 2018 in Los Angeles, California. For more information, visit www.express.com/NBAGameChangers.