-The world's premier basketball league, the NBA, meets IPX, a company with global IP business expertise. Through the friendly charm of BROWN, beloved by fans worldwide, the collaboration expands the NBA's reach as a pop culture and lifestyle brand.
-IPX brings a fresh NBA vibe to BROWN fans, while adding a touch of BROWN’s cuteness to evoke nostalgia for long-time NBA fans.
-A collection reinterpreting the symbols of major NBA teams like the Chicago Bulls, LA Lakers, and Boston Celtics through the lens of BROWN has been released. You can also find these items at LINE FRIENDS SQUARE Myeongdong and the NBA Seongsu flagship store.
Digital IP entertainment company IPX (formerly LINE FRIENDS) is celebrating the 15th anniversary of its global character IP, BROWN, by launching a global partnership with the National Basketball Association (NBA). Through this collaboration, the "NBA X LINE FRIENDS" collection will showcase BROWN’s unique charm, bringing the vibrant culture of NBA basketball into the daily lives of even more fans.
This partnership is significant as it leverages BROWN’s global recognition across generations to connect fans of character lifestyle products with those who love sports and pop culture. It allows the NBA to reach new audiences beyond traditional basketball fans, while enabling BROWN to build a closer connection with fans who are passionate about sports and pop culture.
The collection features iconic elements from major NBA teams, including the Chicago Bulls, Boston Celtics, LA Lakers, and New York Knicks. By wittily incorporating symbols like the Celtics’ green clover and the Bulls’ red bull into BROWN’s design, the collection offers a variety of lifestyle products such as keychains, hats, and apparel. The NBA X LINE FRIENDS collection will be available sequentially at LINE FRIENDS SQUARE Myeongdong and the NBA Flagship Store in Seongsu, as well as in key Asian markets including Japan and the Philippines.
An IPX representative stated, "LINE FRIENDS and the NBA share a common history as global brands beloved across generations and borders. Through this partnership, we aimed to expand opportunities for our respective fanbases to experience each other's cultures." They added, "We hope this collection brings a sense of 1990s basketball nostalgia to long-time NBA fans and offers a fresh, fun perspective on retro basketball culture for fans of BROWN."
Glenn Russell, NBA Vice President of Asia, remarked, "This collaboration with LINE FRIENDS highlights the NBA’s strength in connecting with fans through culture, storytelling, and self-expression. By bringing together iconic NBA teams and the globally adored BROWN, we are enabling fans to enjoy their favorite teams in a whole new way."
Meanwhile, former basketball player Kevin Garnett previously visited the NBA Flagship Store in Seongsu this past June, where he met with fans and provided a special experience for the local community.
