The collaboration collection by the apparel brand 'WIND AND SEA' and the NBA has quickly gained popularity and has already welcomed its fourth iteration due to its increasing popularity.To begin with, how did this unexpected collaboration come about?We had the chance to sit with Shevchuk Vladimir, the person in charge of NBA Rakuten's NBA merchandising business, and hear the behind-the-scenes story of the production background from the mastermind of this project, producer Watanabe Satoshi of Windance.We hope you can feel the appeal of the NBA more closely through fashion.If that's the case, surely, the number of basketball fans will increase more than it is now.

“Surprised by the unexpected freedom in the NBA.How far can I go, I started to enjoy the challenge.”

——Is the reason why Wind and Sea is collaborating with the NBA because you love basketball?

Watanabe: Of course, there is (laughs).I myself was in the basketball club until high school. There are many basketball enthusiasts within the company.”

Vladimir: In WIND AND SEA, there are really a lot of people who love basketball, including designers and engineers. I remember being very happy to meet the young generation who support basketball when I visited the office for the first time before the 2022 NBA Japan Games.”

Watanabe: “Thank you.Furthermore, WIND AND SEA is a brand rooted in street culture, so among the numerous sports, basketball was particularly easy to associate with, which was another aspect.”

——Please tell us about the dedication to this collaboration.

Watanabe: “The collection is inspired by the 2000s, and I thought about incorporating the worldview of the NBA, which I watched when I was in elementary and middle school.What particularly left a strong impression on me was the 2001 NBA Finals, the battle between the Lakers and the Sixers.The performances of Kobe Bryant and Shaquille O’Neal, along with Allen Iverson’s sense of fashion, were simply outstanding. In the collection, we are delving into that, and presenting items related to championship teams from the 2000s, such as the Spurs, Celtics, and Heat.”

——Who is leading in terms of design and other creative aspects?

Vladimir : “Basically, I leave it to WIND AND SEA.This brand is very skilled at crafting products, and their promotional tactics are original and interesting.Above all, you can trust them because they have a deep understanding of Basketball and the NBA. We at NBA Rakuten are in charge of approval relations and other matters as a support role for creation.”

——There seems to be a lot of restrictions on the use of sports team logos.

Watanabe :”I was surprised at how unexpectedly high the level of freedom was. In WIND AND SEA, there are examples of collaborations with other sports and characters, but it’s rare to be able to use the logo so freely, and they respect our creative efforts.”

Vladimir :”The NBA does not have a manual with usage examples to adapt to changing times and trends, or to create more original things. Of course, as a basic rule, designs that could be considered critical or potentially controversial are not allowed. Additionally, the global logo must be included somewhere, and there will be specific feedback regarding promotions. However, essentially, you are free to design as you wish, as long as you get approval.”

— Could you tell us about any patterns where you’ve encountered issues so far?

Watanabe: “There are many cases where even a design that I think is bold gets approved, but in the previous collection, there was a design that matched the ‘WIND AND SEA’ text with the font of each team.The design where that was attached to the team logo was rejected this time (laughs).

Vladimir: “The collaborative project with WIND AND SEA is only available in Japan, but it’s an item that’s so popular it’s being covered by foreign media.So, for better or worse, it means that our bold creative endeavors are resonating all the way to overseas.I perceive it in a positive way.

Watanabe: “The other is numbering. It’s tough to think of numbers that remind you of the player’s jersey number.”

Vladimir : “Even though we refer to the NBA in one breath, the truth is that its intellectual property rights are divided into several parts. Therefore, all we can launch from NBA Rakuten are products using only the current logo.Anything related to the players is fundamentally overseen by an organization called the National Basketball Players Association (NBPA), and cannot be used freely.In addition, the names and jersey numbers of past players, along with team logos, are distinguished in a separate category called “Hardwood Classics”.

Watanabe: “However, I wanted to use a number with some significance in the design, so in this collection, I adopted the year each team was established and the last two digits beneath it.”

“The Appeal of the NBA Through Fashion. I want to launch a collection that resonates around the world.”

— Do you have any memorable collections that you’ve worked on so far?

Watanabe: “I particularly remember the collaborative project timed with last year’s NBA playoffs. The outcome of the competition involving all 16 teams determined the items for sale, it was quite a daring concept.”

Vladimir :”That was amazing! Even though I’ve finished the approval process for all teams and all items, unused designs still emerge.”

Watanabe : “We’ve set up a system where prospective buyers apply to the team they think will win, and if they win, we sell, and if they lose, they are not selected. However, we have to cancel the applications for the losing team, even though we’ve received orders (laughs). Moreover, since the items for sale were changed with each progressing tournament, only those who correctly predicted everything from the first round to the championship were able to fully complete the collection.It was quite a challenging endeavor, but thanks to the control by NBA Rakuten, we were able to get the approval without any issues.”This is the jacket I made when the Nuggets won the playoffs.”

Vladimir :”As NBA Rakuten, we don’t just want to provide video streaming services, but we also want to spread the appeal of the NBA in Japan through fashion. I’m really glad that our actions necessary for this purpose have been recognized.For us, the significance of partnering with professionals like WIND AND SEA is extremely high.As an individual, I might just want to bring interesting things into the world (laughs).

——In working on NBA apparel for the Japanese market, are there any points you are particularly conscious of?

Watanabe: “In terms of design, overseas NBA products stand out with their use of primary colors and flashy coloring. However, we deliberately tone it down to create a vintage feel. This is somewhat subjective, but I believe that Japanese people find it easier to wear.The next thing is definitely the sense of size.We are adjusting to fit the body shapes and trends of Japanese people.”

Vladimir :”In the Japanese market, there are people who give up because they want cool NBA products but can’t find anything suitable.The collaboration with WIND AND SEA is a crucial project that handles its supply.Furthermore, while responding to domestic needs, there is also a desire to inform overseas that “Japan is able to incorporate the NBA into fashion while valuing storytelling”.From people at the American headquarters, we have already received positive feedback such as “it was cool” and “I want Made in Japan products”, so we would like to expand further.

Watanabe: “That’s right.We want to continue creating products that are not available in the NBA overseas.What is emblematic in this collection are ties made from the same fabric as shirts and knit football jerseys.I believe we were able to successfully blend trend elements with the culture inherent in the NBA.”

——Who is the main target for purchases?

Watanabe: “The main demographic for WIND AND SEA is men in their 30s and 40s, but with our NBA collaboration products, we also see a high level of support from men and women in their 10s and 20s, making them well-received across a wide range of age groups.”

——Finally, what is the appeal of Basketball for you?

Watanabe: “Basketball is an exciting sport where the outcome of the game is often uncertain until the very end.One of the attractions is the tension that cannot be felt in other competitions.In addition, the appeal lies in the high entertainment value, including the halftime show.Therefore, I would be pleased if our collaboration with the NBA could serve as a catalyst to boost the popularity of basketball even a little bit in Japan. There are plans lined up for the future, so please look forward to them.”

TEXT: Keisuke Honda
PHOTO: Taijun Hiramoto
EDIT: Yohsuke Watanabe (IN FOCUS)