Kyrie Irving Launches NBPA's PLYRS UNTD Brand
Kyrie Irving is leading the launch of PLYRS UNTD, a new brand by the National Basketball Players Association.
The brand aims to transform NBA players' collective influence into commercial opportunities.
PLYRS UNTD is a consumer-facing brand designed to commercialize the collective name, image, and likeness rights of NBA players.
The brand will leverage the combined reach of the league's athletes through merchandise, licensing, content creation, live experiences, brand collaborations, and investment opportunities.
Kyrie Irving's message sits at the center of the "Own the Game" campaign, which debuted at the Cannes Lions International Festival of Creativity.
Irving's involvement in the campaign highlights the influence NBA stars have beyond basketball.
The campaign features close-up footage of players away from the court while Irving reflects on the impact of player culture.
The project already has several pieces in motion, including the hosting of Plyrs House, a private social club, during the 2026 NBA All-Star Weekend.
The next edition of Plyrs House is scheduled for the 2026 NBA Summer League in Las Vegas.
The NBPA views content as a cornerstone of PLYRS UNTD's future growth, with plans to launch a rookie-focused series and establish a physical presence with the PLYRS UNTD Performance Center in Los Angeles.
The center will serve as an offseason destination for NBA players and is set to open this summer.
And the initiative will also include the creation of long-form content, which will live primarily on YouTube, with shorter clips distributed across social media platforms.
But the goal extends beyond creating new revenue streams, with the organization hoping to give players greater control over their stories, business interests, and creative pursuits away from the court.
So the launch of PLYRS UNTD marks a significant step for the NBPA and its members, including Kyrie Irving.
The "Own the Game" campaign was produced by Project 3, the creative agency founded by Kendrick Lamar.
As of the 2026 NBA All-Star Weekend, the NBPA has already hosted Plyrs House, which brought together players, fans, creators, and corporate partners.