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Typefaces For Pro Basketball Players: Gimmick or Genius?

Nike and graphic design firm Sawdust up the branding game.

Superhuman athlete, comedic actor, and $500-million brand LeBron James is now a typeface. So are Kobe Bryant and Kevin Durant. Working with the London-based design firm Sawdust, Nike has created fonts for some of the most popular basketball players. Eye-roll inducing? Certainly. It’s also smart—if used the right way.

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