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ABG Scores Julius Erving

Authentic Brands Group has signed on to strategically partner with retired basketball star Julius “Dr. J” Erving.

April 6, 2018

2 Min Read

Brand management company is on board to develop and grow the Dr. J brand.

Authentic Brands Group has signed on to strategically partner with retired basketball star Julius “Dr. J” Erving.

ABG will own and manage Erving’s IP. The agency will also collaborate with the basketball star on the development and global expansion of the Dr. J brand as well as pursue strategic collaborations and long-term partnerships to provide a platform to reach new markets.

“I am thrilled to join the ABG team to preserve my legacy and grow my brand,” says Erving. “I consider it a personal mission to use my influence to make a difference in people’s lives and look forward to working with the team to find new and innovative ways to reach my fans and engage with new audiences.”

Erving is widely regarded as the greatest basketball player of his time and is often considered to have been the main catalyst for the ABA-NBA merger in 1976. He played 11 years with the Philadelphia 76ers, leading them to the NBA crown in 1983. In 1994, Sports Illustrated named Erving as one of the 40 most important athletes of all time.

“Dr. J was the first basketball player to be connected with global consumer brands,” says Nick Woodhouse, president and chief marketing officer, ABG. “His most notable endorsements span Coca-Cola to Colgate to Converse. We are excited to pick up that mantle and continue his legacy in consumer brands as well as foraying into luxury, travel and corporate sponsorships.”

“We are honored to welcome such a distinguished and esteemed figured in basketball to the ABG family,” says Jamie Salter, chairman and chief executive officer, ABG. “Dr. J is a living legend whose legacy goes well beyond the game and we see a real opportunity to build this brand for multiple generations.”

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