In South Korea, idols are seen as role models. Their polished image and powerful influence make them ideal brand partners, Joo noted. And, U.S. brands aren’t just chasing K-pop’s domestic fans; they’re leveraging the genre’s global reach.
Among them is the NBA, which has worked with numerous K-pop idols for the past decade at home and in the Asia Pacific (APAC) region. In 2016, Got7 and Twice modeled streetwear pieces representing teams like the Chicago Bulls, the Cleveland Cavaliers, and the Brooklyn Nets.
While the NBA is rooted in the U.S., its global reach has grown significantly in recent years.
“As a brand that’s deeply embedded in culture, we’ve been able to explore working with celebrities and influencers in [APAC] and around the world,” Sheila Rasu, vp, head of marketing for NBA Asia, said. “Collaborating with K-pop artists has become a natural extension of the NBA’s global fan engagement strategy.”
Le Sserafim’s NBA partnership evolved organically. After attending a Lakers game in 2023 wearing personalized jerseys from the brand, fans dubbed them a “lucky charm” and began wearing NBA jerseys to concerts.
The group embraced the partnership, performing in NBA jerseys before being appointed “Friends of the NBA” in 2024 under a multi-year deal. The program enlists celebrities and influencers, including Enhypen and BTS’s Suga, to boost the league’s visibility across APAC through appearances, events, and content.
