By Gary Symons
TLL Editor in Chief
The National Basketball Association is putting out a new apparel collection with My Hero Academia, produced by HYPERFLY.
My Hero Academia is a Japanese anime series based on a manga series by Kohei Horikoshi. It is set in a world where about 80 percent of the population has a superpowered Quirk. Heroes protect people and society from accidents, disasters, and villains—criminals who use their Quirks for evil. The story of Izuku Midoriya and his classmates at U.A. High School and their growth, fights, and friendship unfolds as they aim to become such heroes.
The licensing deal was struck between the NBA and its NBALAB, along with studio TOHO Animation and the anime network Crunchyroll. The apparel line from HYPERFLY is designed to merge “… fans’ widespread devotion for anime and My Hero Academia with their passion for the NBA, resulting in a one-of-a-kind, must-have line of streetwear for fans.”
“There’s an incredible and authentic synergy between anime and sports, and we couldn’t be more excited to join forces with the NBALAB, HYPERFLY and TOHO animation to bring the beloved characters from My Hero Academia to the world of basketball,” said Rahul Purini, President of Crunchyroll. “This one-of-a-kind collection will truly amp up basketball enthusiasts and anime fans alike.”
Exclusive items from the collaboration will debut at NBA Con in Las Vegas from July 7 to 9, 2023, with the full range of merchandise launching later this fall. The NBA Con event is a first-of-its-kind trade show and conference held at the Mandalay Bay in Las Vegas.
“As two iconic brands with global reach and passionate fan bases, this partnership signifies an exciting moment that merges the worlds of basketball and anime, creating an exciting fusion of sports and storytelling,” said Pascal Pakter, President and co-founder of HYPERFLY. “The NBALAB has always embraced innovation, diversity, and cultural crossovers, and joining forces with the NBALAB and My Hero Academia aligns with our commitment to honoring Asian culture and engaging fans through unique and captivating experiences.”
Founded in 2011, HYPERFLY is a manufacturer of handcrafted Jiu-Jitsu kimonos and professional athletic training gear.
Through the collaboration, fans will see characters from My Hero Academia prominently featured on newly designed merchandise for nine NBA teams: The Los Angeles Lakers, Golden State Warriors, Chicago Bulls, Boston Celtics, Philadelphia 76ers, New York Knicks, Miami Heat, Dallas Mavericks and Portland Trail Blazers.
A selection of items from the collaboration will be exclusively available to purchase at NBA Con. HYPERFLY’s initial collection will feature All Might, the iconic hero from My Hero Academia on heavy weight t-shirts celebrating four teams; the Warriors, Lakers, Knicks and Bulls.
In addition to purchasing exclusive merchandise, fans who visit the Crunchyroll activation space at NBA Con will be able to watch their favorite scenes from My Hero Academia. Tickets to NBA Con are available at NBACon.com.
HYPERFLY’s retail launch featuring All Might on t-shirts, hoodies, and satin jackets will also be available for purchase this fall in the U.S. and Canada at the Crunchyroll Store, NBAStore.com, LIDS.com, and HYPERFLY.com, and other approved vendors. Merchandise will also be available in Japan on the NBAStore.jp.
The collaboration was conceived and designed by HYPERFLY, whose past NBA collections celebrating Asian culture were well received by fans and players alike.
The collaboration is driven by the league’s design and licensing incubator NBALAB, which aligns itself with companies who are pushing boundaries, making noise and building positive community in their field. The NBALAB bridges the gap between the brand and the NBA to create new products and experiences that are authentic for NBA fans.
Founded in 2016 to facilitate product expansion for the NBA’s Global Licensing Group, the NBALAB experiments with consumer goods as well as new product categories in collaboration with companies and individuals. Successful NBALAB partners are awarded further product development and potential long-term licensing opportunities within the league.