London, December 06, 2025
Eastpak and the NBA have launched a collaborative collection of backpacks globally, celebrating basketball’s cultural influence and responding to the sport’s growing international appeal, particularly in Europe.
The collection centers on four redesigned Day Pak’r backpacks, each themed around iconic NBA franchises: the Chicago Bulls, Boston Celtics, Los Angeles Lakers, and Golden State Warriors. Beyond these, Eastpak incorporates NBA elements into other signature designs such as the Transit’r and Mini Bag, featuring either all-over NBA logo prints or team-specific patterns.
Collection Highlights and Design Details
Specialized items in the lineup include the NBA Basketball Pak’r and Groupie models, which are uniquely textured and shaped to resemble actual basketballs. This design direction integrates functional everyday use with authentic sport culture aesthetics, bridging utility with fashion.
Pete Winkworth, Eastpak’s Global Marketing Director, emphasized the collection’s intent to honor basketball’s broad cultural footprint and its synergy with streetwear fashion. He underscored how the collaboration marks an intersection of sport, culture, and lifestyle trends.
Basketball’s Growing European Footprint
The timing of this launch aligns with the expanding European presence in the NBA, where an increasing number of players participate, further amplifying the league’s visibility and influence on the continent. This development feeds into a broader acceptance and adoption of basketball-related apparel and accessories as part of daily fashion.
Strategic Market Positioning
This collection is positioned to attract both committed NBA followers who seek team-representative merchandise and consumers who favor sport-inspired designs with varying degrees of subtlety and boldness. It exemplifies how brand collaborations can capitalize on cross-cultural trends while addressing diverse customer bases.
Eastpak’s new NBA collection reflects an evolving marketplace where sports affiliations extend beyond athletic performance, influencing global consumer goods through cultural and fashion channels.