The firm plans to expand the Dr J brand into the luxury, travel and corporate sponsorships arenas.
Authentic Brands Group has signed a strategic partnership with basketball legend Julius “Dr. J” Erving to own and manage his IP.
ABG will collaborate with Erving on the development and global expansion of the Dr. J brand, aiming to 'continue his legacy in consumer brands', with plans to enter the luxury, travel and corporate sponsorships arenas.
“We are honored to welcome such a distinguished and esteemed figure in basketball to the ABG family,” said Jamie Salter, chairman and chief executive officer of 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.”
Erving added: “I am thrilled to join the ABG team to preserve my legacy and grow my brand.
"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.”