-Newly designed brand enhancement elements include a redesigned logo, animated content and merchandise designs-

CHICAGO, ILLINOIS, USA, October 21, 2021 / – The National Basketball Retired Players Association (NBRPA), in celebration of its 30th anniversary, is partnering with sports marketing collective HEARTLENT Group to refresh the visual identity. As part of the partnership, the HEARTLENT Group creative team, led by Managing Partner and Chief Creative Officer Elliot Gerard, creates further improvements for the organization, including a new main logo.

HEARTLENT also collaborates on the design of digital content promoting NBRPA’s Legends Media & Entertainment platforms, including a custom animation series featuring untold stories about basketball luminaries like Charles Barkley and Alonzo Mourning.

Legends Media & Entertainment (LME) is the multi-faceted storytelling platform that houses Legends Magazine, Legends Live digital series and Legends Lounge podcasts with Trill Withers and Hoop du Jour with Peter Vecsey, which bring the stories of great stature of many of the biggest stars in the NBA and WNBA to life. Additionally, HEARTLENT will create unique designs for NBRPA’s Legends Care initiative, which is the charitable arm of the organization delivering programs and services that positively impact youth and communities both locally and globally. . This includes a limited edition Legends Care t-shirt which is available until November 1 for Legends Care Tip-Off campaign donors at

“HEARTLENT Group is the perfect partner to evolve and elevate our brand positioning due to the team’s vast experience in the NBA as well as their true love for the game and their best creative talents,” said Scott Rochelle, President and CEO of the ANBRP. “With the growth of Legends Media & Entertainment, now is the perfect time to refresh our visual identity and we are delighted to partner with HEARTLENT Group in this endeavor. “

The new logo design incorporates both the history of the ANBRP as well as new design elements to display both the physical and cultural aspects of the sport. Using graffiti, the basketball inside the logo features meaningful images like hand prints to signify players who have left their mark on the game, retro sneakers to symbolize basketball history and culture. ball, x’s and o’s to represent what players have accomplished on the court, and more. A nod to the organization’s three decades of service, the logo also features a three-spoke crown.

“This new overhaul of our logo is a fantastic representation of the historical and cultural aspects of basketball,” said Caron Butler, NBA Legend and director of the board of directors of the ANBRP. “The design incorporates images that have prevailed throughout the life of the fellowship and fellowship that make up the NBRPA and highlights the growth and impact of our organization and the Legends brand over the past thirty years. . ”

“Our entire team at HEARTLENT Group is delighted to be working with the NBRPA to present the historic organization in a new way while maintaining the utmost respect for its history and the legends of the sport it represents,” said Gerard. “Celebrating the athletes is at the heart of what HEARTLENT does and we feel honored to undertake this important creative work with the ANBPR. ”

Founded in 1992, the NBRPA serves former professional basketball players, supports them in life after their playing days, and helps them leverage their inspiring influence to promote and teach basketball in their communities.

HEARTLENT Group specializes in digital and social strategy and creative content. Led by Managing Partners Elliot Gerard, Jonah Ballow and Keith Stoeckeler, the collective employs a global creative team and has worked with professional and college sports teams, professional sports leagues, major brands and political campaigns such as Rock the Vote and Biden Harris, among others. .

To access a digital file of the new NBRPA logo and select still images from the first Legends Media & Entertainment animation featuring Charles Barkley, click here. To access the full animation, please follow @NBAAlumni on Twitter.

About the National Association of Retired Basketball Players:
The National Basketball Retired Players Association (NBRPA) is made up of former professional basketball players from the NBA, ABA, WNBA, and Harlem Globetrotters. It is a 501 (c) 3 organization whose mission is to develop, implement and advocate for a wide range of programs for the benefit of its members, supporters and the community. The NBRPA was founded in 1992 by basketball legends Dave DeBusschere, Dave Bing, Archie Clark, Dave Cowens and Oscar Robertson. The NBRPA works in direct partnership with the NBA and the National Basketball Players Association. Legends Care is an NBRPA charitable initiative that positively impacts youth and communities through basketball. Scott Rochelle is President and CEO, and the ANBRP Board of Directors includes Chairman Johnny Davis, Vice President Dave Cowens, Treasurer Sam Perkins, Secretary Grant Hill, Thurl Bailey, Caron Butler , Jerome Williams, Shawn Marion, David Naves and Sheryl Piqué. Learn more at

About the HEARTLENT group
HEARTLENT Group is a digital and social strategy + creative content collective specializing in exceptional storytelling that stands out in today’s digital world. The collective is built on years of experience in sports marketing and creation in professional leagues, teams and agencies. With offices in New York, Los Angeles, Denver and Connecticut, HEARTLENT Group focuses on the key areas of digital content, animation and illustration, marketing strategy, social campaigns and video production, including broadcast advertisements, industrial videos, web and social videos. , and animated graphics. Uniquely, HEARTLENT Group works directly with athletes to create innovative content and intellectual property to fuel their brand while maximizing impactful revenue-generating sponsorship opportunities. For more information, visit

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Media contacts:
Katrina Younce, HEARTLENT Group, [email protected], 310-995-3619

Julio Manteiga, NBRPA, [email protected], 516-749-9894

Julio Manteiga
National Association of Retired Basketball Players
+1 516-749-9894
write us here

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