Sports teams are keen to align themselves as lifestyle brands. Look at the all-American swagger of the Dallas Cowboys or the working grit of the New York Yankees. The LA Lakers have long attempted to position themselves alongside a fashionable, younger demographic. Recently, their choice of sponsorships and collaborations has cemented that ideal, positioning them as the fashion-conscious squad of the future.
LA Lakers Brand Collaborations
The most recent announcement regarding this was last year’s deal with Revolve. This online fashion retailer was founded in Southern California, tapping into the local demographic. The Lakers were actually the first NBA brand they had partnered with, and the company even stated that “Basketball exists beyond the court with influences throughout culture, and this collaboration recognizes the value of that intersection of sports and fashion.”
Revolve touts itself as a next-generation fashion retailer for millennial and Generation Z consumers. They traverse men’s and women’s fashion, along with beauty, stocking a huge range of clothing on their website from major brands.
The LA Lakers even currently play at the Crypto.com Arena. This website is a trading app that allows people to dive into the world of Bitcoin, Ethereum, and other altcoins, along with digital assets investment. You can learn all about Crypto.com and their brand expansions at the link, but the broad messaging for the Lakers is a commitment to emerging technologies, enhancing their brand further.
Celebrities and Influencers
Part of this also involves advertising the brand through the use of social media, and with that comes the use of influencers. The list of celebrities at Lakers games is vast, mainly because Los Angeles has always been synonymous with cinema and music heavyweights.
A perfect example of this occurred in December. Selena Gomez and Benny Blanco attended a home game against the Pelicans. The Lakers were keen to flaunt the hottest couple in town across both print and digital media, highlighting the Versace outfits on display and the latest nineties fashion trend sported in the couple’s haircuts. Rapper Megan Thee Stallion and model Winnie Harlow were also spotted courtside in the same week.
Balancing Past, Present, and Future
Crucially, the Lakers do not hide their past. Instead, they craft a careful persona by mixing their history with the future. Formed in 1946 as the Detroit Gems, they have had many triumphs. A lot of these have come through legendary players such as Magic Johnson, Kobe Bryant, and Shaquille O’Neal. This is something they are keen to foster today, with players like LeBron James. It is a mentality that is often a factor in their draft picks, highlighting key figures for the future, not just based on how they play, but how they can reflect the brand.
Lastly, the team plays in the striking purple and yellow jerseys, not something that transfers easily to fashion. It is not a mute primary colour, but a brash display making an entrance. In many ways, this sums up what the brand is trying to achieve, making its followers believe they are part of a unique prospect that goes against the grain and forges its own path on the court and in fashion.
