The NBA continues to expand its reach — this time into a fantasy world.
The basketball league is partnering with Advisory Board Crystals, a buzzy streetwear brand, on a capsule conceived around a fictional team known as The Fantasies that would bring the number of NBA teams to 31.
The pretend 31st NBA team is envisioned as “a philosophical experiment aimed at uncovering the profound potential found in the commonality of human experiences.”
That lofty, head-scratching idea translates into more than 60 ready-to-wear pieces, a custom 31st NBA jersey and eight accessories that will retail for $15 to $650.
To promote the launch of this new “team,” the two companies have tapped “Stranger Things” actor Brett Gelman to serve as the coach of The Fantasies and filmed a nearly five-minute video of him explaining the purpose of the new team, which was still puzzling despite his best efforts.
As way of explanation, an Advisory Board Crystals spokesperson said: “When the notion of a partnership between the NBA and Abc. first emerged, Heather and Remington [Heather Haber and Remington Guest, cofounders of the L.A.-based brand] were keen on pursuing a distinctive and groundbreaking approach, aligning with Abc.’s tradition of innovation. Instead of merely applying the Abc. touch to an existing NBA concept, they opted to envision an entirely new team, the “31st team” in the NBA, dubbed “The Fantasies.” This unique team was founded on the principles of human connection and values, diverging from the typical geographical and sportsmanship attributes associated with NBA teams. Surprisingly, the NBA granted them the freedom to pursue this concept, marking a departure from their previous practices.”
The collection will be released on Thursday on the Advisory Board Crystals website, Hypebeast and select retailers.