NEW YRK™ represents the connection between basketball and the city that helped carve its culture.
Built around a custom typographic identity inspired by New York's skyline, the system draws from Art Deco architecture, street courts, transit, and the visual rhythm of the city itself. Every graphic element is designed to feel as though it belongs to New York, not just basketball.
The identity is intentionally flexible. Supporting phrases like Never Sleep, Ball by Design, Court Culture, and State of Grind create a family of expressions that can evolve across apparel, merchandise, environmental, and future collections while remaining unmistakably part of the same brand.
More than a logo, NEW YRK™ is a design system built around a simple idea: basketball isn't just played in New York. It's woven into the city's identity.
NEW YRK™ is about the great city that shaped the game.