Six-time Grammy-nominated artist Big Sean has tapped into his hometown roots to bridge the ultimate brand partnership.
Just in time for the 2020-2021 NBA season, the Detroit Pistons announced that they’ve partnered with the Detroit native and named him as the organizations’ newly-minted Creative Director of Innovation.
Pistons have named @BigSean their 'Creative Director of Innovation'
They even made an office for him in the facility pic.twitter.com/YiLCbUvqcC
— Bleacher Report (@BleacherReport) December 24, 2020
According to a press release, Big Sean’s new role will require him to offer “creative counsel and strategic guidance” on the Pistons’ various off-the-court initiatives — including team merchandise design, in-game experience, co-branded community, social responsibility activation, and more.
Big Sean shared with The Undefeated that the idea for this authentic collaboration began years ago.
“It was really something I threw out in the universe one day,” he said. “I mentioned it, like, man, ‘They need to give me a job!’ Talking about the Pistons, Red Wings, Tigers or Lions. I’m a huge Detroit fan. I’m ride or die with it … I’ve always said that, but especially with the Pistons. It’s crazy that it happened like this. I’m just truly grateful.”
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As part of the new partnership, both the Pistons and the Sean Anderson Foundation will collaborate to engage Detroit natives through future community initiatives and programming.
In addition to his role’s responsibilities, Big Sean will curate music for Pistons in-game entertainment — including halftime performances and DJ playlists. He will also contribute to creative sessions while spreading partnerships with the Pistons’ design team to launch custom merchandise capsule collections.
Detroit Pistons Chief Business Officer Mike Zavodsky lauded the addition of Big Sean and sees the partnership as a natural fit for the Pistons and their newly launched D-Up brand campaign.
The partnership between the Pistons and Big Sean seemed like a natural fit for the sports organization and the team’s owner Tom Gores is excited to see what the hip-hop icon will bring to the table.
“Sean is an accomplished artist, philanthropist and entrepreneur. Having spent time with him and his family I know how deeply he cares about the city of Detroit,” Gores said in a statement. “We share a common desire to use the power of sports and entertainment to improve our community and make a positive impact on people’s lives. I’m excited to see what we can do working together.”
Genuine brand collaborations are hard to come by, but the two Detroit entities are finally coming together to spark a new sense of creativity in one of the league’s most storied franchises.
“It’s a dream come true and a real honor to get to work with the iconic Detroit Pistons,” Big Sean said in a statement. “I look forward to creatively finding new ways to contribute to their legacy and continue their dedication to the community through sports, art, and, of course, music.”