The National Basketball Players Association on Monday launched PLYRS UNTD, a new consumer-facing brand designed to turn the collective influence of NBA players into business opportunities, content, merchandise, licensing deals, and partnerships.
The initiative replaces THINK450, the NBPA’s former business arm, and aims to help players build equity through a unified commercial platform.
The launch coincided with the premiere of “Own the Game,” a campaign film at the Cannes Lions International Festival of Creativity. Narrated by Kyrie Irving, the short film features 22 NBA players, including 11 current and former NBA All-Stars. Among them are Jaylen Brown, Jalen Brunson, Stephen Curry, Kawhi Leonard, Donovan Mitchell, Jamal Murray, Karl-Anthony Towns, Deni Avdija, and Jalen Duren.
“I am excited to be a part of an organization that’s truly aligned with the vision and values of NBA players,” NBPA President Fred VanVleet said in a statement. “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.”
The NBPA said PLYRS UNTD will provide brands access to collective player marketing opportunities, including a lifestyle-focused player image library, sponsorship packages, content collaborations, and fan experiences.
“The launch of PLYRS UNTD marks a turning point in how we view our business footprint,” said incoming NBPA Executive Director and PLYRS UNTD CEO David 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.”
A key component of the strategy is PLYRS HOUSE, a player-led experience platform that connects brands with athletes and their audiences through live events. The concept debuted during NBA All-Star 2026 and is scheduled to return during the 2026 NBA Summer League with NBPA Vice President Jaylen Brown and Kyle Kuzma.
The organization also announced a content partnership with Enjoy Basketball, which will produce programming focused on players’ perspectives on basketball and their interests away from the court.
Later this summer, the NBPA will open the PLYRS UNTD Performance Center in Los Angeles, a 24-hour training facility available exclusively to NBA players. The union said players including Chet Holmgren, Kyrie Irving, Chris Paul, and VanVleet helped shape the facility’s design.
The launch also introduces a new visual identity centered on collective ownership. Designed by Montreal-based consultancy The Troys, the PLYRS UNTD logo replaces the traditional basketball icon with a geometric symbol representing shared power and player participation.
The NBPA’s digital platforms will also be rebranded. Its primary Instagram account will become @PLYRSUNTD and focus on off-court storytelling, while official union business will move to a new account, @NBPAComms. The organization’s YouTube, Threads, and TikTok channels will adopt the PLYRS UNTD brand, while X and LinkedIn will continue under the @TheNBPA name.
With more than 500 players represented by the union, PLYRS UNTD is positioned as a platform that expands NBA players’ influence across sports, media, entertainment, and business.
