Key Takeaways:
- The National Basketball Players Association launched PLYRS UNTD, a consumer-facing commercial brand that markets the collective name, image, and likeness rights of more than 500 NBA players.
- A 24/7 PLYRS UNTD Performance Center opens in Los Angeles this summer as an exclusive off-season training hub designed by players including Fred VanVleet, Chris Paul, Kyrie Irving and Chet Holmgren.
- The brand debuts with the “Own the Game” campaign, a short film narrated by Kyrie Irving and produced by Project 3, the agency founded by Kendrick Lamar and Dave Free.
The NBPA is rewriting the rules for how NBA players cash in on their fame. On June 22, the union announced PLYRS UNTD, a new commercial brand built to turn the “collective influence of NBA players into products, partnerships, and global business opportunities.” The move replaces THINK450, the union’s old business-to-business arm, and signals a clear shift in strategy.
The players want to hold a stake in the business they built.
What is PLYRS UNTD?
PLYRS UNTD is a consumer-facing brand that manages the collective name, image and likeness rights of more than 500 NBA players. It works directly with brands and industry leaders to open doors for fan experiences, global licensing, merchandise, content and player-brand collaborations. Incoming NBPA Executive Director David Kelly will serve as CEO of the new brand.
“The launch of PLYRS UNTD marks a turning point in how we view our business footprint,” said Kelly. “Instead of just renting out player talent to the league and teams, we’re operating as the enterprise itself, using our unified voice to build equity and drive the market.”
Why is the Los Angeles Performance Center a Big Deal?
The centerpiece of the launch is a brand-new training facility in Los Angeles. The 24/7 PLYRS UNTD Performance Center opens this summer as an off-season home for NBA players, letting athletes train on their own schedules in a player-owned environment.
The space was designed with direct input from players. Rockets guard and NBPA President Fred VanVleet, former NBA player Chris Paul, Mavericks guard Kyrie Irving and Thunder center Chet Holmgren all helped shape it. The center will also host brand activations, giving players a venue to connect with partners face-to-face.
How Will Players Show Up at Cultural Events?
PLYRS UNTD is also rolling out PLYRS HOUSE, “a co-created premium experience where players serve as the architects of their own activations.” The concept connects brands with each player’s niche community in a curated setting. Its debut at NBA All-Star 2026 featured 10 players, and the next edition will take place at the 2026 NBA Summer League.
A new content partnership with Enjoy Basketball will spotlight players’ takes on the game and their off-court interests through original programming. Together, these efforts provide partners with exclusive access to an expansive Lifestyle Player Image Library, as well as sponsorship opportunities at the Los Angeles center.
What is the “Own the Game” Campaign?
The launch arrives with a campaign built around the tagline “Own the Game.” The short film, produced by Project 3, the agency founded by rapper Kendrick Lamar and his business partner Dave Free, premiered at the Cannes Lions International Festival of Creativity. Kyrie Irving narrates the film, which features 22 NBA players, including 11 current and former All-Stars such as Jaylen Brown, Jalen Brunson, Stephen Curry, Kawhi Leonard, Jamal Murray and Karl-Anthony Towns.
The new logo tells the same story. It swaps the traditional basketball for a geometric equation, signaling “that collective ownership multiplies individual power.”
What This Means for NBA Players
PLYRS UNTD is a bold new chapter for the NBPA. By pooling the players’ influence into one brand, the union is betting that collective ownership will pay off far more than individual deals ever could.
“I am excited to be a part of an organization that’s truly aligned with the vision and values of NBA players,” said VanVleet. “PLYRS UNTD was born out of our desire to own a piece of the ecosystem we built, and we intend to bring fans to a side of the business that truly reflects player culture.”