US sports betting giant DraftKings has appointed hoops culture crafter Set Free Richardson as the brand’s first-ever Creative Director of NBA Culture.
In this role, Set Free will be instrumental in continuing to drive fresh opportunities and ideas that engage basketball fans and further elevate DraftKings as an innovator within this space, the company said in a statement.
“Set Free has an incredible track record for bringing creative ideas, brands and people together with the purpose to connect to culture through art, fashion, music, sports and more,” said Michael Shonkoff, DraftKings Vice President of Brand Marketing. “We are thrilled to continue to work closely with Set Free in this newly created role to deliver elevated basketball experiences for our customers.”
DraftKings had teamed up with Set Free in the past to create a multi-dimensional game plan that helped the company connect basketball culture through music, fashion, and conversations with all-star athletes and celebrities.
The collaboration has amplified the brand’s initiative to deliver fans more offerings both on and off the court, the company said. “Fans can expect more collaborations with artists, exclusive DraftKings hoops-inspired merchandise, events and more,” noted DraftKings.