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From Allen Iverson to Russell Westbrook, the NBA has long been at the intersection of basketball and fashion. Players like Kyle Kuzma and James Harden have made headlines with their extravagant “tunnel fits,” using their pre-game walks to make bold statements and showcase their unique style.
Given the influence of these athletes, it’s no surprise that fashion brands are eager to partner with NBA stars. However, for these collaborations to last, it takes more than just money and swag — they must reflect a genuine alignment of values between the athlete and the brand.
That’s exactly what NBA champion Jrue Holiday has
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