Grammy-nominated rapper Big Sean is joining the Detroit Pistons as the team’s creative director of innovation.
He will consult on various off-the-court initiatives and his “Don Life” logo will appear on Pistons practice jerseys.
The news comes just weeks after the Pistons launched their DETail Threads apparel line. Pistons e-commerce sales increased 38,000% year-over-year in the two weeks following the line’s debut.
Other NBA teams are connecting with creatives:
- The Cleveland Cavaliers made artist Daniel Arsham their creative director and gave him a minority ownership stake in the team.
- Designer Ronnie Fieg’s fashion retailer Kith launched a co-branded clothing collection with the New York Knicks and Nike ahead of the 2020-21 season.
Before the Pistons hired Big Sean, Canadian rapper Drake partnered with the Toronto Raptors in a similar “global ambassador” role in 2013. The Raptors were valued at $405 billion when Drake formalized his affiliation, and are currently valued at $2.1 billion after winning a title in 2019.
Big Sean, who was born the year the Pistons won the first of their three championships, hopes to go on a similar ride with his city’s NBA team.
“[My responsibilities are] to bring that feeling and that aesthetic that I grew up with in admiring the Pistons to the franchise,” Big Sean told The Undefeated.
The Detroit native has previously collaborated on merchandise with Adidas, Puma and A Bathing Ape.