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Julie Mehretu's BMW Art Car Set to Race at Le Mans

The 20th BMW Art Car, designed by renowned contemporary artist Julie Mehretu, was unveiled today at the Centre Pompidou in Paris. This special BMW M Hybrid V8 racecar is transformed into a performative work of art, continuing BMW’s tradition of blending art with competitive racing. Soon, it will compete in the 24 Hours of Le Mans.

Mehretu, based in New York, collaborated closely with motorsport and engineering teams to create this unique car, describing it as a “performative painting” that will only be fully realized after it races in Le Mans. Oliver Zipse, Chairman of BMW AG, praised Mehretu’s work, highlighting its inspiration for BMW’s expanded cultural commitment to support young African artists.

Mehretu’s design incorporates elements from her monumental painting Everywhen, using abstract forms and colors to create a dynamic and energetic look. The design was achieved with 3D mapping technology, fitting the car’s contours perfectly. The car will also be showcased at the Concorso d’Eleganza at Villa d’Este in Lake Como before heading to Le Mans, displayed alongside other historic BMW Art Cars by artists like Andy Warhol and Jeff Koons. Mehretu will discuss her creation at the event on May 26, 2024.

Beyond the art car, Mehretu and BMW will organize Pan-African Translocal Media Workshops to foster creativity among young artists. These workshops will take place in cities like Dakar, Marrakech, and Cape Town, with the results showcased at the Zeitz Museum. 

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CELINE WINTER '24

For the Men's Winter 2024 presentation by Hedi Slimane, Celine cowboys and sartorialist boys took over the Mojave desert to debut the latest menswear pieces (some moments were shot in Los Angeles, too).

The Winter 2024 visual opened with Celine-branded helicopters descending upon the desert highway, dropping off jukeboxes, which unleashed super energetic sounds known as the "Symphonie Fantastique," or "Fantastic Symphony."

Hector Berlioz composed "Symphonie Fantastique" in 1830 during a rather intense relationship.

Slimane discovered the symphony when he was just a wee young Hedi, and now it's the score for his latest Celine show. Winter 2024 is also named "Symphonie Fantastique."

Regarding the clothes, Celine Homme Winter 2024 centered around the "return of tailoring," per Celine's press release. 1960s-style frock coats, three-buttoned suits, and waistcoats offer up sleek tailoring alongside luxurious finishes and materials like flowy silk and dazzling sparkles that danced underneath the desert sun.

Adding to the intrigue, rumors are swirling about potential changes in Celine's leadership. Speculation suggests that Slimane might be parting ways with the brand, with a Polo Ralph Lauren alum possibly stepping in as his successor. These developments add an extra layer of buzz to the Winter 2024 presentation, as many wonder if the latest is Slimane's last or the continuation of many more great visuals to come.

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CULTURE HAUSE: GRAMMY 2024 RECAP

The 66th Annual Grammy Awards may have been one of the best overall ceremonies in recent years give or take a few things.

JAY Z took the stage to receive the Dr. Dre Global Impact Award and when he did he candidly spoke out against the very institution that has nominated him 88 times and awarded him 26 times.

The key takeaway highlight the 1989 Boycott by Will Smith and 1998 Boycott by himself for DMX not being nominated despite Jay Z winning for Hard Knock Life Vol. 2. But essentially calling out the academy for NOT getting it right and his wife Beyoncé never winning Album of The Year despite having the most Grammys.

Marketing Moment: Jay Z as always was sitting at his table where he was served Armand De Brignac and Dussé (both which he owns) as well as Tidal being integrated with the live show appearing on the LED screens on the stage of Crypto Arena.

Find full speech below.

Victoria Monét took home Best New Artist, Best R&B Album and Best Engineered Album, Non-Classical. She spoke proudly thanking her manager Rachelle Louis for quitting her job and taking a chance on her. A decision that paid off greatly for them both.

SZA took home 3 trophies for Best Pop Duo/Group Performance, Best R&B Song and Best Urban Contemporary Album.

Marketing Moment: A key highlight was SZA's second performance which was a strategic partnership with Mastercard where she debuted a new song 'Saturn', aside from the rare second solo performance, the partnership also integrated with Lyft where if customers use their U.S. World or World Elite Mastercard for a Lyft ride, a tree will be planted up to 500,000 trees.

Taylor Swift who has been the top of all entertainment and sports media outlets for the past year took home 2 awards with the main one being the coveted Album of The Year for her 'Midnights' album. Taylor announced a new album during her AOTY acceptance speech and will be the ongoing topic of the week leading up to Super Bowl 58 in Las Vegas where her boyfriend Travis Kielce will be competing for his 3rd title.

MARKETING MOMENT: Travis Scott performed during the ceremony but the highlight was his brand Cactus Jack x Jumpman debuting a commercial immediately following promoting his new sneaker which was aired to 16.9 million U.S. households and not including the rest of the world. Travis also quickly uploaded the commercial on his instagram page which has more than 54 million followers.

Killer Mike took all 3 hip-hop trophies for his album 'Michael' including Best Rap Album, Best Rap Song and Best Rap Performance. The Atlanta native amazing night was overshadowed by him being temporarily arrested backstage for alledgely bumping into a police officer.

Last but certainly not least Lil Durk took home Best Melodic Rap Performance for his hit radio friendly single "All My Life" ft. J. Cole. A well deserved win and shows how continuous artist development, hardworking and collaboration can be rewarding. Ever since Lil Durk appeared on Drake's "Laugh Now, Cry Later" he has been on an upward swing in his career with so much more room for growth. Walking the Grammy red carpet in custom Louis Vuitton designed by Pharrell Williams.

The Dean's Notes: Holidays and global cultural moments like Grammy's, Super Bowl, Christmas, etc. are the best times to make announcements and launch products. Artist and brands are doubling and tripling down on Grammy advertising, Super Bowl advertising including Social Media, TV and the all new MSG Sphere where ad spots are costing $2million for 90 seconds of space.

In 2024 how will brands, celebrities and influencers take advantage of shifting their budgets from micro-spends for big moment opportunities? They are all fighting for as many eyeballs at once and trying to build unique messaging that could possible appeal to as many costumers as possible.

Influencer marketing has been aligned with activations during these key tentpole moments where brands can utilize the "organic" reach of social influencers by inviting them to these events knowing they will deliver great content recaps on their personal channels without being paid an influencer fee. Giving the brand increased earned media reach.

Please subscribe to Culture Hause blog and be on the look out for our Super Bowl recap which will including the best of social media moments, commercials, halftime show and of course the big game.

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Fendi x DEVIALET Mania Portable Speaker Collaboration

Silvia Venturini Fendi took over Milan Fashion Week on January 13, revealing her highly-anticipated Fall/Winter 2024 collection for Fendi. While the range balanced traditional menswear silhouettes fit for the great outdoors, Fendi unexpectedly dived into tech, seeing five models walk the runway holding collaborative speakers. 

Fendi debuted its new partnership with DEVIALET, a pioneering French audio brand defined by tech-forward sound systems. You can boom through Fashion Week with the duo’s Mania Portable Speaker, previewed in brown and black colorways. DEVIALET’s 360° stereo speaker promotes world-class audio, wrapping the circular device in custom Fendi casing. 

The speaker boasts quintessential Fendi branding on the protective mesh, while indented rubber straps allow easy carrying. The collaboration marks DEVIALET’s entrance into fashion, merging two contrasting worlds into a solid partnership packed with luxury. 

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FKA TWIGS' BANNED CALVIN KLEIN AD

Calvin Klein’s first ad campaign of 2024, juiced up enough borderline nude images of actor Jeremy Allen White to fill a pin-up calendar, was met with fawning praise. Inexplicably, a nearly year-old and comparatively SFW Calvin Klein campaign starring singer FKA twigs was simultaneously and suddenly banned. 

Though the FKA twigs CK photo (singular – just one photo) hardly reveals any more skin than a bikini would, the UK’s Advertising Standards Authority (ADA) purportedly received two complaints from people calling it offensive. After review, the ADA’s own ruling deemed that it “centered on FKA Twig’s physical features rather than the clothing,” and thus was “likely to cause serious offense.”

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HAUSE MUSIC EP. 1

HAUSE MUSIC HAS BEEN CREATED AS AN EVOLVING PLAYLIST SERIES OF TIMELESS MUSIC THAT INSPIRED THE PERSPECTIVE AND IDEAS OF THE CULTURE HAUSE TEAM.

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LeBron James for Louis Vuitton by Pharrell

James' cover star turn officially debuted on Louis Vuitton's site and socials on January 4, 2023, the day that Pharrell's LV Spring/Summer 2024 collection hit LV's pop-up shops in New York and Los Angeles.

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PLANET FITNESS DEBUTS EMPOWERING PARTNERSHIP WITH MEGAN THEE STALLION, DUBBING HER AS 'MOTHER FITNESS' IN A DYNAMIC COLLABORATION FOR THE NEW YEAR

HAMPTON, N.H., Dec. 28, 2023 /PRNewswire/ -- Planet Fitness, one of the largest and fastest-growing franchisors and operators of fitness centers with more members than any other fitness brand, announces today its partnership with three-time, Grammy award-winning artist, entrepreneur, philanthropist and health advocate Megan Thee Stallion. The bold new campaign features Megan as 'Mother Fitness,' encouraging gym goers to leave behind the barriers, including intimidation and high prices, commonly found at other gyms and join Planet Fitness, home of the Judgement Free Zone®, to find their Big Fitness Energy™.

As a musician who is constantly on the road, Megan prioritizes a fitness routine that's both mood enhancing and fun, especially as mind and body wellness takes center stage in the new year. The new partnership seamlessly connects the two worlds of music and exercise, which combine to create the ultimate energy boost and manifests in a multi-faceted fully integrated marketing campaign that includes: advertising and commercial spots, a unique AR filter, charitable co-branded merchandise and free in-app Planet Fitness workouts, inspired by Megan and her passion for fitness. To access the partnership in its entirety, visit MotherIsHere.com. 

Inspired by a fierce fitness goddess-like persona, Megan is the star of the brand's ad spots premiering nationwide today. Directed by filmmaker Calmatic, the spot captures her as she senses negative gym behavior and vanquishes it by harnessing the power of the Judgement Free Zone®, a feel-good environment that's both rewarding and supporting.

In addition, Planet Fitness and Megan have joined forces to create a co-branded exclusive merchandise line available online at the Planet Fitness store website, with all proceeds benefiting the Pete & Thomas Foundation, the non-profit organization Megan founded that focuses on uplifting and assisting women, children, senior citizens, and underserved communities in Houston, Texas and across the world through education, housing, health and wellness.

The limited-edition line includes:

Crew neck sweatshirts that proudly declare Big Fitness Energy™ for Everybody (-ody-ody)

Bucket hats and water bottles emblazoned with 'Real Hot Girl Fit'

Sticker sheets

Megan shared, "Working out is such an important part of my routine, so this partnership with Planet Fitness genuinely embodies my personal values. We want to encourage everyone to prioritize their physical and mental health heading into the New Year, so they can reach new heights in 2024 and continue to grow into the best version of themselves."

Planet Fitness is once again a presenting sponsor of the Times Square New Year's Eve celebration, and to kick off the partnership, Megan will be the first performance of the new year on the Planet Fitness stage in Times Square at this year's "Dick Clark's New Year's Rockin' Eve with Ryan Seacrest 2024" airing on ABC.

"Music plays a huge role in any fitness routine, so Planet Fitness is thrilled to be teaming up with Megan Thee Stallion to break down the barriers of fitness, help everyone focus on their fitness journeys, the 'Judgement Free' way, and channel their Big Fitness Energy™," said Jamie Medeiros, Chief Brand Officer at Planet Fitness. "Megan Thee Stallion celebrates all the values of Planet Fitness through her dedication to physical and mental wellness, plus her powerful message of body positivity, which makes her an incredible partner for our brand."

Planet Fitness offers extremely low prices and a variety of benefits, including a hassle-free environment, brand name cardio and strength equipment, fully equipped locker rooms, flat screen televisions and much more. To help jumpstart fitness goals, join Planet Fitness with a limited-time offer* from Dec. 30 – Jan. 12 for $0.24 down and no commitment.

The free Planet Fitness App is also available to members and non-members alike and puts hundreds of on-demand digital exercises in your pocket – including workouts ranging from cardio, to yoga, to strength and more. Beginning today, anyone can access exclusive workout content inspired by Megan herself, via the PF App – follow along at home, or at a local Planet Fitness.

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HI RIHANNA.

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Adidas x Wales Bonner - Nylon Samba Fox Brown/Sandy Beige/Lucky Blue

For their latest collection, adidas and Wales Bonner once again reimagine the Samba. This time around, we find the iconic silhouette executed in nylon and suede leathers, with hand-stitched details and a fold-over tongue. The signature Three Stripes emerge on the sides of the shoe, while additional iconography can be found atop the tongue. The Samba is an undisputed adidas icon. Born on the soccer (football) field, the sleek, low-top silhouette is a timeless style with certified street appeal. 

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Andy Warhol’s Most Impressive Watch Is Coming to Auction

In addition to being a trailblazing artist, Andy Warhol was one of history’s most prolific shoppers. I love that about him. In 1988, the year after his death, Sotheby’s needed a 10-day sale to dispense with all his belongings, which included enormous quantities of pottery, textiles, and over 175 prized cookie jars. Warhol also amassed a massive cache of timepieces, 313 of which came up for sale in 1988. The artist was an avid and omnivorous collector, piling up Fred Flintstone and Judy Jetson watches as well as rare Rolex and Patek Philippe. Now, one of Warhol’s most impressive watches is coming up for auction.

In December, Christie’s auction house in New York will put Warhol’s Patek Philippe Perpetual Calendar reference 3448 up for sale. Even without the Warhol association, the watch is a powerhouse. The 3448’s hallmark achievement is that it was the first-ever—not just a first for Patek—self-winding perpetual calendar. (Meaning: a watch that tracks the correct day, date, and month until the year 2100 and doesn’t require the wearer to manually power it by twisting the knob on the side of the piece.) The watch was a horological breakthrough and a stunner to look at. Italian collectors christened it the Padellone, which translates to frying pan in English. I’m a sucker for a watch with a good nickname. Christie’s is hoping collectors will be further tempted by the watch’s art-world provenance.

Warhol is the type of name that can drive bidders to the auction house, whether it’s his artwork or watches that are up for grabs. Warhol’s simpler Patek, a Calatrava, previously sold for $101,600 earlier this year (ones without the artist’s name attached might sell for close to half of that). The biggest prize from Warhol’s collection thus far was a pink-gold Rolex chronograph that sold for 471,000 Swiss francs in 2019. “So those are a couple of examples that show you how provenance can really affect the results,” said Rebecca Ross, Christie's auction house specialist.

Tying a watch to a famous artist is an especially effective bit of marketing for a big house like Christie’s, with plenty of clients on its modern art side. You can imagine the Mugrabi family—which famously snaps up every Warhol painting available and has amassed a collection worth over $5 billion—seeing this 3448 with a high-end estimate of $600,000 as chump change. “Certainly clients that come from post-war and contemporary art are going to be interested,” Ross added.

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Revolve Is About to Carry AI-generated Fashion

Today, three new collections will drop on Revolve. What do they have in common? They were all designed using artificial intelligence.

In April, AI creative studio Maison Meta, founded by Cyril Foiret, hosted the first AI Fashion Week (AIFW) in New York’s Soho neighbourhood. More than 400 participants from 50-plus countries submitted AI-generated collections for consideration by a panel of judges including Tiffany Godoy, Vogue Japan’s head of editorial content; Natalie Hazzout, Celine’s head of men’s casting; Erika Wykes-Sneyd, VP of Adidas’s Three Stripes Studio; Matthew Drinkwater, head of London College of Fashion’s Fashion Innovation Agency; and Michael Mente, Revolve CEO and co-founder.

Now, the three winning collections are for sale — in physical form — on fashion e-commerce site Revolve. Designed by AIFW winners José Sobral of Paatiff, Matilde Mariano of Molnm and Opé Majek of Opé, each collection consists of 10 to 12 pieces. Prices across the collections range from $228 to $1,598 and run from XS to L in sizing. The collections were made in Revolve’s atelier in Los Angeles. The process highlighted how AI might influence the go-to-market process for fashion collections, both in terms of design possibilities and efficiencies. The initial process for the Paatiff, Molnm and Opé collections began in July — just four months ago.

“Each designers’ collection was produced in small quantities and are priced on the higher end of the spectrum for us, as each item is very unique,” says Mitch Moseley, CEO of owned brands at Revolve, who oversaw the design and production process. He declined to comment on how the profits will be split between the designers and Revolve.

The three winners — none of whom are trained designers (Sobral and Mariano were architects, Majek a stylist) — were the first to go through Revolve and Maison Meta’s AI Fashion Incubator, which refers to the process through which the winners were guided through creating a collection from their AI-generated designs. Maison Meta partner Nima Abbasi describes the incubator as a “holding hands” to give the winners a better chance at success, by alleviating cost (Revolve fronts the bill) and providing the necessary training. Following the competition, Revolve brought the three winners in to work with the brand’s internal teams to bring the pieces to life. “We wanted to expose the winners to the process of taking designs from the concept phase, to the actual creation and sale of a garment,” Revolve’s Moseley says.

The winners were assigned a project manager and given access to all aspects of Revolve’s supply chain and teams: the atelier team, product developers, pattern-makers and technicians. In partnership with these teams, the three winners sourced fabrics and perfected iterations of their designs. These were then produced in-house. (It was the first of two collections the winners will produce with Revolve under the year-long incubator programme.)

The process also illustrated AI’s current limitations — and offered room for creative workarounds. Some designs required “toning down” in the development stage to make them physically feasible to produce, Moseley says. Majek had to rethink some of her original AI designs. “In the initial concept, my collection leaned more towards fantastical, metaversal fashion,” she says. “I faced questions about how certain dresses could be translated into real-life garments and what their exact purpose was. When we created the physical samples, we made adjustments to ensure real-life functionality, comfort, ease and aesthetic on the fit model. The Revolve team was also very committed that the sample remained true to the AI garment sketch.”

Sobral, on the other hand, generated the AI designs with physicality in mind. “Even before winning, while still in the design phase, I constantly engaged with the technical aspects, contemplating garment construction, materials and exploring innovative alternatives,” he says, crediting his background in architecture to his technical approach.

“Currently, when we generate AI sketches, they are flat, 2D sketches. I know that 3D is coming eventually, but today there is a front of the AI sketch and no back,” Majek says. She worked with Revolve’s teams to create the back of the dress on a tight timeline.

Sobral, Mariano and Majek also worked with Revolve teams on the marketing and editorial side to produce photoshoots and gain insight to the strategy of a collection launch, Moseley says. While the collections will be marked as AI-generated, the marketing won’t centre around this fact, he says, flagging that Revolve’s main focus is to bring consumers the most relevant product — irrespective of the design method.

For Revolve, the project is about testing and learning. “We have a massive team of incredibly talented designers, and we produce around 6,000 to 8,000 designs annually. If we can provide our designers another tool to help improve their process and expand their mind to better service our customer, it makes our business stronger,” Mosley says, noting that Revolve views AI as a supplemental tool — not a replacement for traditional design. He also notes that Revolve is exploring AI utilisation “across all aspects of the business”.

It was a lesson in efficiency. Though the design phase still takes time — it’s not just a matter of plugging a few words into an interface — once these are complete, the production process is far quicker. “What is unique is that the design process allows you to come up with an incredibly realistic view of what the design will look like at the initial concept phase,” Moseley says. “This is incredibly powerful as it can help eliminate design fallout and provide better direction for the development teams, making the organisation more efficient.”

The launch coincides with ‘Season 2’ of AIFW, which is set to take place in Milan 16-19 November, in partnership with photography platform PhotoVogue. They’ll also host a panel with Vogue China editor-in-chief Margaret Zhang on the final day. AIFW will then return to New York’s Spring Studios later in November. This time around, the team says, there’ll be more winners (they’re looking at five); clearer guidelines (to reduce misunderstandings and refine the production process); and more locations (Milan and New York). “We want to expand,” Maison Meta’s Foiret says, noting that they’re eyeing global growth.

Through AIFW, individuals with an interest in fashion design, who might lack the formal training, can participate in new ways. “Now, architects can become fashion designers; more people can step into that role,” Maison Meta’s Abbasi says on reducing barriers to entry. He’s also keen to emphasise the utility for trained designers and brands by reallocating resources. “Everyone in fashion is underpaid and overworked,” he says. “If this frees up some resources, that’s a great contribution of AI.”

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Patek Philippe Developed Around 13.43 Carat Diamond Could Fetch Up to $2 Million USD at Auction

A one-of-a-kind, bespoke Patek Philippe watches is set to hit the auction block in early October. Heading to the Christies‘ Watches Online: The Dubai Edit, the watch is an exceptional piece that was created by Patek in 1990 for a private client. The watch developed around 13.43 carat portrait-cut diamond as the dial cover which is in place of the traditional sapphire crystal. This watch is expected to be the only watch to feature the portrait-cut diamond, used to enhance and protect the dial. 

The watch itself uses the third largest portrait-cut diamond known to ever exist. In 1990, Patek enlisthed famed Genevan case maker Atelier Réunis to design the watch casing around the diamond. The result of the design gives the watch an asymmetric aesthetic as it features an 18-karat white gold case as well as a bespoke Stern Frères dial in blue gold. Jewelry historian Diana Scarisbrick said, “the reflections of the facets illuminate the portrait, the highly polished limpid surface lets the subject shine through with much more brilliance than crystal and also draws the eye towards it. Only the clearest stones could achieve this magical effect.”

The asymmetry continues in the mix of 18-karat white gold baton indexes on the dot hour markers. Compete with an integrated mesh bracelet in white gold, Patek assembled the wrist piece and gave the watch a unique reference number – 3834/1. On the caseback, the number is engraved along with the weight of the diamond. The watch will also come with a digital copy of the certificate of origin which dates back to January 18, 1994 and signed by Philippe Stern, noting that the watch is a “Pièce Unique.” Remy Julia, Christie’s head of watches in the Middle East, India, and Africa said, “It is extremely rare for Patek Philippe to make special orders, even for its most important clients. It follows that the appearance of a bespoke Patek Philippe at auction is an event, and for a bespoke Patek Philippe to be adorned with a portrait diamond, probably the third largest known, is a truly rare sight.”

The Patek Philippe Ref. 3834/1 is available for bidding at Christies’ Watches Online: The Dubai Edition from October 9 to 19.

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Drake's OVO Partners With NCAA Colleges for New Limited Edition Collaboration

Key pieces in the collection find the team monikers from the Kentucky Wildcats, Alabama Crimson Tide, North Carolina Tar Heels, Memphis Tigers and Texas Longhorns represented on varsity jackets, hoodies, basketball shorts and caps. Depending on the school repped, the pieces come in the college team colors. For instance, the varsity jackets often saw the team mascot name in patchwork on the back, alongside the team logo on the arm with the OVO signage on the other. The school’s emblems are proudly placed on the chest, giving the jacket a vintage varsity aesthetic. The OVO owl co-brands the various pieces, seen as an addition on the side of the caps or as a part of the crest branding on the hoodies.

The partnership and collection was first announced on the OVO Instagram. It is uncertain if the collegiate collaboration will expand to other NCAA schools but so far the University of Kentucky, University of Alabama, University of North Carolina, University of Memphis and University of Texas have been represented in this collection. The collegiate collaboration arrives on OVOstarting on September 29.

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Heron Preston Joins H&M As Creative Menswear Advisor

From helming his eponymous fashion label to newer endeavors like the creative entity, L.E.D. Studio, Heron Preston is showing no signs of letting up. Now the New York-based designer is expanding his reach as he has partnered with H&M (STOCKHOLM:HM-B.ST +0.02%) as its Creative Menswear Advisor.

With the new “long-term partnership” the fashion giant has plans to reinvigorate its men’s offering by bringing Preston’s signature streetwear vision into the fold. In the role, Preston is set to aid in the creative direction of H&M’s main menswear line alongside producing his own seasonal capsule collections. Specifically, Preston will reside over design advisory, special collections, talent curation and fashion innovation. The gambit of segments spans the fullest extent of creation, curation, collaborations and even environmentally equitable circularity initiatives.

“The idea, at first, is for our work to be very experimental,” said Preston. “From there, we’re hoping for what we create through H2 to inform the wider H&M design operation…I always say, the face of fashion is all of us. H&M speaks to so many different types of people around the globe and is a brand for everyone. I love to push the boundaries of what’s possible and felt like they were really interested in doing that with me.”

Heron Preston is set to release his debut 40-piece collection with H&M next year. Stay tuned for more details about this new long-term partnership.

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Inside Pharrell's World at Louis Vuitton—and the New Era of Fashion He's Leading

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LeBron James Discusses His Collaboration With PlayStation

LeBron James x PlayStation Partnership

LeBron James and PlayStation go way back — back to when the yet-to-be-crowned King was in fourth grade, as a matter of fact. “My friends and I used to play Shinobi a lot,” says LeBron, nodding to the cult-favorite samurai hack-and-slash from 2002. “We were an ultra-competitive group, even back then, so we were always going at it on PlayStation 2.” 

Of course, things are a lot different for LeBron now than they were back in 2002. In the 21 years since then, he’s cemented himself as one of the greatest NBA players ever — the league’s all-time scoring leader and a four-time champion, four-time MVP, four-time Finals MVP and 19-time All-Star, among a laundry list of other accolades — become a community leader who opened the “I Promise” school in his hometown of Akron, Ohio, and raised three children with his wife Savannah, two of whom, Bronny and Bryce are budding basketball stars in their own right. 

But with all those changes, LeBron still loves to game. “If I happen to have a day off and I’m not training, I like to wake up early in the morning, before anyone else in the house is up, and play video games,” he tells Hypebeast with a conspiratorial grin. His favorite title? Madden, a game that he notes he’s “logged more time on than any other, for sure.”

Now, LeBron is adding another “first” to his list of accolades, as he’s the first outside-of-the-company figure, or “PlayStation Playmaker” to collaborate with Sony on custom PlayStation accessories. King James has worked with the Sony team to create a limited-edition DualSense wireless controller and a PlayStation 5 console cover, each inspired by the kids at his “I Promise” school and his personal belief in hard work and dedication. 

Fuscia, blue, yellow, white and green hits are sprinkled, graffiti-style across both items, making for a bold initial visual statement that reveals its overarching inspirations upon closer inspection. The trackpad reads “Nothing is Given, Everything is Earned,” a statement that LeBron is quick to explain when asked. “Us kids from Akron don’t shy away from hard work,” he says, noting that he hopes to instill similar values in the students at his “I Promise” school. “In gaming and in life, you don’t win just by showing up. Where you put your time and energy is where you excel.” 

LeBron acknowledges it’s “super surreal” that three generations of PlayStation have come and gone since he was playing Shinobi with his friends in Akron. “It feels like it wasn’t that long ago I was just a kid, unboxing my very first PlayStation and being so excited to grab that controller and set everything up,” he mentions. “To sit here today and have my own [PlayStation collaboration] is something I could have never imagined, but I don’t take it for granted.”

As our conversation winds down, LeBron notes that he’s glad his love of gaming was passed down to his sons, both of whom, he says, enjoy playing PlayStation just as much as he does, if not more so. Don’t think, however, that King James would ever let Bronny or Bryce win if they played Maddenthough: they’d have to beat him fair and square. 

“I’d be just as competitive with them as they would with me,” he says with a laugh. “That’s what it’s all about!”