The artist recognizes the artist. That's how David Yurman describes his collaboration with seven NBA stars for the jewelry company's latest global ambassador campaign.
The new campaign highlights both David Yurman's groundbreaking work in men's jewelry and the art of the players on the basketball court. The new campaign features prominent basketball players Seth Curry of the Charlotte Hornets, Kyle Kuzma of the Washington Wizards. D'Angelo Russell of the L.A. Lakers, Jalen Green of the Houston Rockets, Jaime Jaquez Jr. and Kevin Love of the Miami Heat and Josh Hart of the New York Knicks.
“The David Yurman Company was founded by two successful artists, David and Sybil Yurman. With their son Evan continuing their commitment to both art and creativity. Our partnership with these professional basketball players reflects their similar dedication to their art.” As Carolyn Dawkins, David Yurman's chief marketing officer, told JCK.
The campaign includes a three-episode documentary featuring Kuzman, Russell and Green. The films can be viewed on David Yurman's website and social media and on YouTube. The basketball pros talk about their passion for basketball, their journey to the NBA and their style on and off the court.
Dawkins says the Yurman pieces the players chose to wear for the campaign reflect their and the company's mutual commitment to artistry and innovation.
“The content is a juxtaposition of both David Yurman's commitment and talents to art. But interspersed with how the jewelry allows them to celebrate and express their personal style in their journey,” he says.
In the campaign video and photos, the seven athletes are wearing David Yurman's signature men's collections. The Chevron, Curb Chain and Spiritual Beads collections. Its print and online advertising will also continue through the summer and fall, Dawkins says.
Evan Yurman said his company was excited to work with the seven basketball stars. Also for sharing this campaign with its audience. “The unwavering passion and dedication these men demonstrate on and off the court and the way they translate that confidence into their style and everyday lives is inspiring,” he said in a statement.
“I first started the David Yurman men's category in 2004. I wanted to do so to extend the brand's appeal to a younger, more diverse customer.
Twenty years later, I see the momentum around the men's jewellery industry growing rapidly. So there is no better time than now to work with these athletes.”.
In the documentary, the players talk about what the David Yurman brand stands for and how they like to wear its jewellery. Russell praises the brand for its “elegant, prestigious pieces”. So he says that “you can mix and match, you can be versatile with your jewellery and I think that's what gives it its reputation”.
Russell added in a statement: “They have so much attention to detail while making them easy to use.”.
Source: jckonline.com
