‘I was so nervous’: How this Aussie sportswear brand scored NBA star Patty Mills for Olympics campaign
LSKD is an Australian sportswear brand on the rise and that point was stamped when a local NBA and Olympics star wanted to work with the company.
On a new episode of Mumbrella’s one-on-one podcast, LSKD founder and CEO, Jason Daniel, revealed how the huge partnership with Mills – who will take to the court again for Australia this year’s Olympics – came to be.
Daniel – who also appeared at this year’s Mumbrella360 – recalled the Miami Heat star walking through the LSKD Queensland store with his wife and resonating with the brand’s values, including the 1% Better collection.
“I got to have a phone call with him,” Daniel told host Neil Griffiths.
Image via Basketball Australia
“And I was so nervous on the call… and then to the alignment and the story and him being in the NBA for that long. We’re not even a brand in basketball! But there was just this, almost, one plus one equals three connection we had.”
Daniel said LSKD’s organic relationship with Mills grew and culminated in the Olympics chase the vibe to Paris collection which is all about connection and authenticity.
“It wasn’t forced. It wasn’t like, ‘Let’s do this from a strategic point of view.’ This is so special… there was just such a values and mission alignment, and he just resonated so much and the connection we both had.
“I think when you create those moments within a brand, you can really tell if it’s not forced.”
Having helped Australia score the Bronze medal at the 2020 Olympics, Mills will look to go for gold with the team when their campaign kicks off this weekend against Spain.
Listen to the full episode here.
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Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
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