Artist recognizing artist: That is how David Yurman describes its partnership with seven NBA stars for the jewelry brand’s latest global ambassador campaign.
Highlighting both David Yurman’s pioneering work in men’s jewelry and the players’ artistry on the basketball court, the new campaign features basketball luminaries 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 brand was founded by two successful artists, David and Sybil Yurman, with their son Evan continuing the commitment to craftmanship and creativity. Our partnership with these professional basketball players reflects their similar dedication to their craft,” Carolyn Dawkins, David Yurman’s chief marketing officer, tells JCK.
The campaign includes a three-part docuseries profiling Kuzma, Russell, and Green. In the films—which can be viewed on the David Yurman website and social media and on YouTube—the hoops pros are interviewed 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 brand’s mutual dedication to artistry and innovation.
“The content is a juxtaposition of both David Yurman’s and the talent’s commitment to craft, punctuated with how jewelry allows them to celebrate and express their own personal styles on their journey,” she says.
For the campaign’s videos and photos, the seven athletes are styled in David Yurman’s signature men’s collections: Chevron, Curb Chain, and Spiritual Beads. Its print and online advertising will continue through the summer and fall, Dawkins says.
Evan Yurman said his company was thrilled to work with the seven basketball stars and share this campaign with its audience. “The unwavering passion and commitment that these men bring on and off the court and how they translate that confidence to their style and everyday lives is inspiring,” he said in a statement.
“When I first launched the David Yurman men’s category in 2004, I wanted to expand the brand’s appeal to a younger, more diversified client. Twenty years later, I am seeing the momentum around the men’s jewelry industry increasing rapidly, so there is no better time than now to partner with these athletes.”
In the docuseries, the players talk about what the David Yurman brand stands for and how they enjoy wearing its jewelry. Russell praises the company for its “prestigious, elegant pieces” and notes, “You can mix it up, you can be versatile with your jewelry, and I think that’s what gives it the wear.”
Russell added in a statement: “They have such a strong focus on detail while also making it wearable.”
Top: Jalen Green of the Houston Rockets is one of seven professional basketball players featured in David Yurman’s latest marketing campaign. (Photos courtesy of David Yurman)
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