Dive Brief:

• Retailer Express launched its "Game Changers" basketball-themed campaign centered around the four young NBA players Brandon Ingram, Denzel Valentine, Jamal Murray and John Collins, according to a press release by the company.
• The efforts starts with a series of lifestyle videos showcasing each player's performance and fashion style and will expand across the retailer's digital, social and in-store platforms, as well as the NBA's social media channels.
• The campaign builds on Express' history of partnering with inspiring individuals to showcase their individual style, per the release. In February, the retailer will serve as an associate partner of the NBA Rising Stars Challenge during the 2018 All-Star game in Los Angeles.

Dive Insight:

The Express campaign is an example of the blurring line between celebrity sponsorship and influencer marketing. The brand is reaching out to somewhat unknown NBA players but still tapping into the major marketing power the national sports organization holds, while also emphasizing the youth of its brand ambassadors and the consumers the retailer aims to attract.

The effort is also an example of a brand getting the benefits of the connection to a major professional sports league and tying its brand to a group of players early on who could end up among the next generation of athletic superstars. Members of Express' rewards program get early information about NBA ticket giveaways, as well as special behind-the-scenes videos, interviews and other content, which adds an element of exclusivity for its most loyal customers.

Influencer marketing on a broader level ranges from tapping celebrities to finding micro-influencers within specific categories. EMarketer research from last year found that 67% of marketers globally reported using influencers for content promotion, as well as 59% reported using influencer marketing tactics for product launches and content creation.