CHICAGO, IL — [January 14, 2026] — The National Basketball Retired Players Association today announced a formal alignment of its brand and public identity under the name Legends of Basketball, reinforcing the organization’s long-standing role as a lifelong home for former professional basketball players.
While the organization has long been known to members and partners as Legends of Basketball, this moment represents a deliberate step toward clarity and consistency — aligning its name, narrative, and visual identity with who the organization has always been and the role it continues to play following the end of members’ playing careers.
Founded in 1992 and supported by the NBA and the National Basketball Players Association, Legends of Basketball represents former players of the NBA, WNBA, ABA, and Harlem Globetrotters. The organization exists to support players not only at the end of their playing careers, but across the many chapters that follow — as leaders, parents, mentors, entrepreneurs, and community builders.
“This is not about changing who we are,” said Antonio Davis, CEO of Legends of Basketball. “It’s about being clearer and more intentional in how we show up for our members and communities. Every player’s journey is different, and not every story fits neatly into the idea of ‘retirement.’ Legends of Basketball reflects the reality of our membership — the pride, the transition, and the continued impact our members make every day.”
The organization’s leadership emphasized that this alignment was shaped by listening — to members across generations, leagues, and lived experiences — and by a shared commitment to ensure members see themselves, their journeys, and their futures reflected in the organization’s voice and ongoing work.
“As Chairman of the Board, my focus is ensuring that our members feel seen, respected, and represented,” said Choo Smith, Chairman of the Board of Legends of Basketball. “This work reinforces that Legends of Basketball is a true home — one that honors legacy while remaining deeply committed to supporting what comes next for our members and their families.”
The alignment effort was supported by strategic partners working behind the scenes. Global management consulting firm Kearney partnered with the organization on member research and strategic direction, while GSix Consulting led the development of the brand narrative, identity alignment, and visual system. The press brand kit includes the new Legends of Basketball logo designed by Antoine Dickens-Rouse, Co-Founder and Chief Creative Officer of GSix Consulting, with a one-pager outlining its key design elements.
“Our role was to help articulate what already existed, honoring the journey of every member, elevating the visibility of the collective legacy, and empowering members to thrive beyond the game,” said Matt Grant, Founder and CEO of GSix Consulting. “The power of Legends of Basketball is that it reflects real lives — careers that didn’t all end the same way, transitions that weren’t always linear, and a community that still matters deeply to the people in it and inspired by it. This work creates a clear mirror for members to see themselves and a stronger foundation for how the organization moves forward.”
The Legends of Basketball identity will be showcased publicly in 2026 through a series of national events and activations, beginning with NBA All-Star Weekend in Los Angeles. During All-Star Weekend, members, partners, and fans will experience the brand in full expression through a slate of public-facing moments, including The Legends Bash, the organization’s signature celebration bringing together players, partners, and the broader basketball community, as well as Legends Day of Giving, in partnership with Los Angeles City Council, District 10, Councilwomen, Heather Hutt, a community-focused initiative supporting local impact efforts across Los Angeles.
Additional details on these events, along with ongoing programs and initiatives, can be found at legendsofbasketball.com.
Legends of Basketball will continue to operate as a 501(c)(3) nonprofit, advancing its commitment to holistic member support through programs including Legends Care, health and wellness initiatives, financial education, family resources, and community impact efforts. Aligned storytelling, visuals, and digital experiences will continue to roll out throughout 2026, ensuring members encounter a consistent, recognizable, and authentic expression of the Legends of Basketball identity across chapters, events, and national platforms.
About Legends of Basketball
Legends of Basketball is a nonprofit association of former professional basketball players united by a shared journey and a shared belief that legacy does not end when the ball stops bouncing. Founded in 1992 and established with the support of the NBA and the National Basketball Players Association, the organization brings together former players from the NBA, ABA, WNBA, and Harlem Globetrotters. Legends of Basketball operates as a 501(c)(3) nonprofit committed to supporting members beyond the game through connection, education, wellness initiatives, family resources, and community service.
About GSix Consulting
GSix Consulting is a brand consulting firm that partners with sports organizations, nonprofits, and purpose-driven brands to unlock growth through operational clarity, storytelling, and strategic execution. GSix specializes in brand positioning, creative design, partnership strategy, and organizational alignment, helping institutions honor their legacy while building platforms designed for long-term relevance and impact. Visit Gsix.pro for more information.