Set Free Richardson named first ever Creative Director of NBA Culture by DraftKings
Richardson has worked with DraftKings for over two years, helping the operator connect with basketball culture through numerous outlets.
Founder of the Compound gallery, Set Free Richardson, has been named the Creative Director of NBA Culture by DraftKings, a new position within the company. Over the past two years, Richardson has assisted the operator in connecting to basketball culture through music and fashion, as well as conversations with athletes and celebrities.
In 2023, Richardson’s multi-dimensional game plan was awarded the Clio Sports Bronze for amplifying brand initiative. He teamed up with friend and fellow artist, Don C, to create the Crown Collection for DraftKings, consisting of designed street clothing offered to customers.
“Set Free has an incredible track record for bringing creative ideas, brands and people together with the purpose to connect to culture through art, fashion, music, sports and more,” DraftKings VP of Brand Marketing Michael Shonkoff said.
“We are thrilled to continue to work closely with Set Free in this newly created role to deliver elevated basketball experiences for our customers.”
Richardson also hosted Starting Five: Live from the Compound, with guests including April Walker, Tara Carsner, Frank Cooke, Kevin Hart, Dave East and Jadakiss. He also held conversations with NBA athletes like Baron Davis, Nick Young, Matt Barnes and Iman Shumpert about topics such as sports, life and how athletes have influenced fashion.
With the 2024 NBA Finals approaching, Richardson will be tasked with continuing to drive opportunities and ideas that engage basketball fans and help to elevate DraftKings as an innovator within the NBA. As the first Creative Director of NBA Culture, fans of basketball can expect Richardson to collaborate with different artists, release exclusive DraftKings hoops-inspired merchandise and feature events backed by the operator.
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