Image Credit: Bleacher Report

Rapper Big Sean has been appointed Creative Director of the NBA’s Detroit Pistons heading into the 2020-2021 season. This is the same role that artist Daniel Arsham performs for the Cleveland Cavaliers since November 2020. From merchandise to creative visuals, the two are overseeing rebranding and growth strategies for their respective teams. It is the first time that appointments such as these have merged the world of sports with art and culture.

The responsibilities of a creative director for an NBA team are still unclear due to the novelty of this position. Big Sean is said to be helping with team apparel and merchandise, notably featuring his ‘Don Life’ logo on practice jerseys. Daniel Arsham will reportedly redesign jerseys, team merch and basketball courts in Cleveland. Arsham will also oversee the team’s visual direction, such as video and graphic editing. Both will help each franchise become a global brand.

The choice of appointing someone from a non-sports background was a tactical move. This ensures the merging of not only sports and art but also music, fashion and culture. The commodification of these sports teams will also enable them to increase merchandise sales and monetise their brands to their full potential. Both teams have entrusted artists who have a large global following and can introduce the teams to audiences who’d otherwise not be interested in sports. So far, this artistic strategy has only been put into place at the NBA, arguably one of the most established and recognisable sports bodies.

Artistic re-branding for these legacy basketball teams is new and perhaps somewhat alien. After all the sports industry didn’t require creativity before, it used to purely focus on sports fanatics. However, with the aim to become globally recognised brands, these teams need to be commodified creatively. Could this be a catalyst for similar moves for all kinds of sports teams worldwide? 

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