League: NBA Sport: Basketball Country: United States Category: Match Previews

NBA Players Association launches PLYRS UNTD brand with Kendrick Lamar

Yahoo Sports • 1 min read • Latest: Jun 22, 2026, 6:29 PM

Last updated Jun 22, 2026

Summary

The National Basketball Players Association unveiled a new brand campaign, PLYRS UNTD, in collaboration with Kendrick Lamar’s creative agency, Project 3. The initiative aims to enhance player representation by transforming their collective influence into commercial opportunities. A short film titled 'Own the Game,' featuring stars like Kyrie Irving and Stephen Curry, debuted at the Cannes Lions International Festival of Creativity. The brand replaces the previous THINK450 initiative and plans to open the PLYRS UNTD Performance Center in Los Angeles this summer, providing a training space for NBA players year-round.

Source Links

Yahoo Sports

Key Details

•PLYRS UNTD aims to commercialize NBA players' collective name and likeness rights.
•Short film features 22 NBA players, including Irving and Curry.
•The PLYRS UNTD Performance Center opens in Los Angeles this summer.
•The new brand replaces THINK450, the union's previous business initiative.
•Campaign highlights players' cultural influence in the sports business.

Latest Updates

6:29 PMYahoo Sports — NBA Players Union Launches New Brand Designed to Reach Fans, Featuring Collab With Kendrick Lamar’s Creative Agency

What they're saying

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A short film, which debuted at the Cannes Lions International Festival of Creativity, features NBA stars Kyrie Irving, Jaylen Brown, Jalen Brunson, Stephen Curry and more.
— Yahoo Sports

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