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From Allen Iverson to Russell Westbrook, the NBA has agelong been astatine the intersection of hoops and fashion. Players for illustration Kyle Kuzma and James Harden person made headlines pinch their royal "tunnel fits," utilizing their pre-game walks to make bold statements and showcase their unsocial style.
Given the power of these athletes, it's nary astonishment that manner brands are eager to partner pinch NBA stars. However, for these collaborations to last, it takes much than conscionable money and swag — they must bespeak a genuine alignment of values betwixt the jock and the brand.
That's precisely what NBA champion Jrue Holiday has recovered pinch his caller business with Rhone. Founded successful 2014, Rhone is simply a performance-driven apparel and wellness brand pinch 16 U.S. unit stores. Rhone's ngo goes beyond trading high-performance clothing; it's astir inspiring advancement done intelligence fitness, organization initiatives, and wellness.
In December, the marque introduced its Licensed NBA Commuter Shirts, showcasing designs for each 30 NBA teams. For Holiday, this business is not conscionable astir manner — it's astir moving pinch a marque that champions the values he lives by connected and disconnected the court.
"Through my ain experiences, I've realized that you can't beryllium your champion physically without prioritizing intelligence well-being," Holiday says. "I'm excited to partner pinch Rhone to stock my journey, raise consciousness astir Mental Fitness, and lend to their ngo of positively impacting complete 100 cardinal lives."
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Holiday's committedness to intelligence fittingness is profoundly personal. He isn't conscionable talking astir his on-court injuries; his wife, Olympic Gold Medalist Lauren Holiday, faced a nationalist conflict pinch encephalon crab during her gestation successful 2016, an acquisition that profoundly impacted the full family.
Thankfully, Lauren overcame the illness, and now, the Holidays are utilizing their level and resources to springiness back. A cardinal facet of their business pinch Rhone is simply a aid to the Jrue and Lauren Holiday Social Impact Fund (JLH Fund), which focuses connected empowering underserved communities crossed the U.S. by supporting entrepreneurs and fostering economical growth.
Rhone's ngo is to positively effect complete 100 cardinal lives, and this aid will importantly thief them execute that goal.
"We're thrilled to beryllium welcoming Jrue to Rhone," says Rhone CEO Nate Checketts. "Jrue's unwavering committedness to organization and well-being aligns perfectly pinch Rhone's mission. This business represents an breathtaking opportunity to deepen our relationship pinch the NBA organization and lend to meaningful alteration done the JLH Fund."
In summation to the donation, the business will characteristic an activation astatine NBA Crossover from February 14-16 astatine the Moscone Center, strategically timed to coincide pinch NBA All-Star Weekend successful the Bay Area.
While galore clothing brands would jump astatine the chance to activity pinch Holiday, the two-time All-Star chose Rhone for a reason.
"Authenticity is cardinal for me," Holiday explains. "I chose to partner pinch Rhone because their attraction connected organization and well-being aligns perfectly pinch my individual values. Being portion of the Rhone organization has been an breathtaking opportunity, and I'm looking guardant to the meaningful effect we'll create together."
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