Air purifier brand BlueAir and the New York Knicks make an odd couple.
The Unilever-owned Swedish manufacturer recently signed up to become the NBA franchise’s first “air care” partner, part of a broader effort to reposition its range of purifiers, dehumidifiers and household fragrances as a personal wellness solution rather than a mere white goods label.
“They provide for us a space to really speak to a massive fanbase; they’re one of the most influential sports and cultural markers in the world,” said CMO Lara Kerbaj.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.