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Key Takeaways
- Original partnerships prefer flashy ones.
- Lifestyle storytelling builds stronger brands.
- Identity is currency.
Some brands go for flash. However, this would not be suitable for an underwear like Tommy John. Of course, they adapted instead.
When a leading underwear and apparel company doesn’t want to splash out on a perennial star or MVP candidate, like New York Knicks Player Josh Hart’s first athletic partner.
It was about alignment. It was about finding the right voice, the right personality and the right audience.
A perfect match
Tommy John had already worked with Hart Shows roommatesPodcast with NBA player Jalin Brunson. They would see the humor, the inconsistency, and the ability to connect basketball outside of basketball. Combine that with Hart playing in the nation’s largest media market and the partnership was an easy call.
“Obviously my lifestyle, my lifestyle, goes on,” says Hart, who was in the middle of picking up her kids from school when we spoke. “So I need things that are really comfortable and convenient. Tommy John highlights those things.”
The partnership centers around Tommy John’s 2025 holiday campaign, “A gift from Hart.” The brand’s first athlete-led campaign features a player in the title “‘Hart Twas Before Christmas” Where Hart shows his easygoing personality while sharing Hart’s gifted approach.
“I think it’s perfect,” he says. “Partnership is fun, loving and a little bit funny – it suits the person to a tee.”
Beyond promoting a product, Hart is helping Tommy John achieve a new cultural appeal—mixing sports, family, and humor into a lifestyle message that connects with today’s consumers. Known for his quick wit and easy charm, Hart’s trophy may be light (so far), but he’s all people.
For Tommy John, this is smart brand building. For Hart, it’s proof that athletes can win big by leading with personality over performance.
Related: Why the world’s best peos train like athletes
A partnership from Hart
This collaboration reflects a larger trend in the sports fashion world. For years, athletes have carried signs for designer brands—the kind of clothing where you call the pieces, not shirts and pants. That tide is changing.
Today’s athletes want to represent brands that align with their values and lifestyle. An item of affordability, comfort and authenticity as much as luxury. That’s why successful brands shift their focus from pure performance and reputation to a compelling story that connects with athletes on a personal level.
“When you first walk into the dressing room, it’s always like, ‘oh, what brand are you wearing now?'” Hart says. “Now it’s more, what is she actually wearing today? How is she feeling?”
Moving from image to intent is part of a broader movement across industries. If you are an athlete or an entrepreneur, people want you now to see themselves in your options.
Related: Why every athlete should think like a starter
Why it matters – lessons for entrepreneurs
1. Original partnership, flutters are original.
Tommy John didn’t chase a superstar; They chose one that really aligned with the brand. In business, long-term success often comes from partnerships, not just visibility, but shared values. Furthermore, a successful partnership begins with a clear goal. WHY HOW SAFETY SAFETY Guides every decision and helps build lasting, mutually beneficial relationships.
2. Lifestyle storytelling builds stronger brands. How consumers fit a brand into everyday life. With its campaign centered around comfort, family and identity, Tommy John turned an underwear ad into a lifestyle story.
3. Identity is currency. Josh Hart’s humor and relatability make him valuable outside of basketball. It’s a reminder to entrepreneurs that authenticity and human connection can be as powerful as a headline or follower count.
Key Takeaways
- Original partnerships prefer flashy ones.
- Lifestyle storytelling builds stronger brands.
- Identity is currency.
Some brands go for flash. However, this would not be suitable for an underwear like Tommy John. Of course, they adapted instead.
When a leading underwear and apparel company doesn’t want to splash out on a perennial star or MVP candidate, like New York Knicks Player Josh Hart’s first athletic partner.
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