David Yurman recently debuted its new men’s campaign and three-part docuseries featuring NBA stars Kyle Kuzma, D’Angelo Russell, and Jalen Green at a Hollywood event last Tuesday. The launch event, held at The Hollywood Athletic Club, gathered athletes, entertainment and fashion industry insiders, and celebrities including Teyana Taylor, Victoria Monet, and Paul George. Guests enjoyed cocktails courtesy of Don Julio, hors d’oeuvres, and DJ entertainment in a reimagined historic gymnasium.
The event showcased David Yurman’s signature men’s collections like the Curb Chain, Chevron, and Spiritual Beads, while the new docuseries played on loop. This campaign is part of David Yurman’s ongoing efforts to establish itself as a leader in men’s jewelry, paralleling the athletes’ dedication to their craft with the brand’s commitment to artistry and innovation.
Founded in 1980 by sculptor David Yurman and his wife Sybil, the brand is now led by their son, Evan. Known for timeless yet contemporary designs, David Yurman’s new partnerships mark its first long-term collaborations with NBA players. Along with Kuzma, Russell, and Green, the campaign features Jaime Jacquez Jr., Kevin Love, Josh Hart, and Seth Curry.
“Our brand focuses on creativity and commitment to our craft,” said Carolyn Dawkin, CMO of David Yurman. “We wanted to work with talent who embody the New York mindset: committed to their craft, always seeing possibilities, and pushing toward their goals.”
The athletes are featured in a three-part docuseries directed by Jeredon O’Conner, highlighting their career journeys, style, and passion for basketball. The documentary launched on David Yurman’s website on July 9, with snippets posted to the brand’s and athletes’ Instagram accounts.
“We wanted to give the athletes space to speak authentically so that people could see a more personal side of them,” Dawkin added. This initiative ensures connectivity between the athletes’ and David Yurman’s fan bases, leveraging data tools to identify consumer engagement and potential new audiences.
The men’s luxury fine jewelry market, valued at $7.3 billion in 2023, is growing at an annual rate of 7.3%, outpacing the women’s market. Major retailers have reported robust growth in men’s jewelry, driven by evolving preferences and a shift towards gender-fluid expression. NBA stars like LeBron James and Kevin Durant have popularized elaborate jewelry trends, further boosting the market.
The chosen talent for the campaign has a history of fashion partnerships: Kuzma with Puma and Fear of God, Russell with Adidas and Versace, and Green with Adidas and Bbc Icecream. Since its debut, David Yurman has sold over 1 million units of its Cable design and continues to innovate in the jewelry industry.
Explore David Yurman’s new men’s campaign and docuseries on davidyurman.com and across social media channels throughout the summer and fall.