Kendrick Lamar’s Agency Joins Kyrie Irving for Major NBA Players Venture

Kendrick Lamar’s influence continues to extend beyond music, and his latest collaboration has brought him into the center of a major NBA initiative.

The National Basketball Players Association recently launched PLYRS UNTD, a new commercial brand designed to help NBA players turn their collective influence into business opportunities, per Sportico. To introduce the venture, the NBPA released a campaign called “Own the Game,” narrated by nine-time All-Star Kyrie Irving and featuring stars such as Stephen Curry, Jalen Brunson, Karl-Anthony Towns, Donovan Mitchell, Jaylen Brown, and more.

What makes the campaign stand out is who helped bring it to life. The film was produced by Project 3, the creative agency founded by Lamar. It premiered at the Cannes Lions International Festival of Creativity and serves as the public launch of the new player-focused brand.

The NBPA (National basketball players Association) is kicking off the new venture with a digital ad campaign, "Own the Game," narrated by nine-time All-Star Kyrie Irving, it features stars Stephen Curry, Jalen Brunson, Karl-Anthony
Towns, Donovan Mitchell, Jaylen Brown and more.… pic.twitter.com/1pNyj0asLH

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Why Kendrick Lamar Was a Natural Fit

The partnership goes beyond celebrity appeal. According to NBPA leadership, Lamar’s ability to connect directly with fans without relying on traditional gatekeepers aligned with the vision behind PLYRS UNTD.

In the campaign, Irving delivers the film’s central message while images of players away from the court flash across the screen.

“They always loved what we brought to the game, but hated where it came from,” Irving says. “The way we talk, the way we dress, the way we move. When the world sees it, it becomes culture…Everyone profited from player culture except the players themselves.”

The campaign positions NBA players as creators of culture, not just athletes performing on the court.

PLYRS UNTD plans to expand into content, merchandise, licensing deals, live events, and brand partnerships. The organization will also open a PLYRS UNTD Performance Center in Los Angeles this summer.

For Lamar, the project represents another move into the sports and business worlds.

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