SKIMS has struck a multi-year partnership deal with the NBA as the organization’s first underwear sponsor. The move is the latest in a long line of cross-industry collaborations as the worlds of fashion and sports grow increasingly intertwined in attempts to reach fresh audiences.

Adidas has unveiled the first signature shoe of NBA star Anthony Edwards. The accompanying campaign stirred up a debate for being raw and slightly abrasive in its critique of other brands. Combining star power with personality can imbue sports brands with a greater sense of authenticity.

The CunBA – a grassroots basketball league hosted by a remote village in China’s Guizhou province – has been gaining popularity for its unvarnished version of basketball. As people look for authenticity, established brands and leagues could look to this ‘back to basics’ approach to reach more fans.

Overtime Elite is a league for top amateur basketball talent that hopes to make it pro. It's providing an alternative route for athletes to break through into the NBA, while also changing the way Gen Zers engage with sports and fandom through its focus on content creation for social media.