Key Takeaways:
- Enlisting athletes celebrated for both style and substance allows David Yurman to capitalize on authentic storytelling over fleeting trends, enhancing brand credibility.
- Through intimate, cross-generational moments — Anthony with his son, Brown with his grandfather — the brand reflects emotional resonance, anchoring it in modern family values and legacy.
- The campaign repositions the Curb Chain collection as more than a luxury accessory, it's a symbol of generational connection and personal narrative.
Power, legacy, and style collide as David Yurman teams up with two of the NBA’s most iconic forces to elevate its men's offerings.
Featuring basketball icons Carmelo Anthony and Jaylen Brown, the new campaign showcases the luxury brand's signature Curb Chain collection.
The NBA veterans, celebrated for their style and leadership both on and off the court, embody the collection's fusion of strength and sophistication.
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Captured through the lens of acclaimed creative director Set Free Richardson, the ads present the athletes in intimate generational moments.
Anthony plays pool with his son Kiyan, while Brown strategizes over chess with his grandfather Willie.
Styling came from industry heavyweights Khalilah Beavers for Anthony and the duo Wayman & Micah for Brown.
In a press release, David Yurman President Evan Yurman highlighted how the two athletes are the perfect ambassadors for the brand.
"Jewelry is an extension of personal style, and they wear it with authenticity and confidence."
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Anthony also expressed his interest in the brand's craftsmanship.
"I've always gravitated to unique pieces that tell a story, and these collections truly reflect that level of artistry and narrative."
Brown then spoke about how David Yurman helps him express himself in an "elegant and timeless" way.
"Jewelry is a statement — it's about energy and presence."
David Yurman scores with NBA stars who wear luxury as naturally as they play ball, proving influencer partnerships work best when ambassadors genuinely love the product.
By choosing athletes with style credibility over flashy trends, they turn jewelry into wearable legacy.
It ultimately creates deeper engagement and fosters long-term brand loyalty.
Modern Icons, Classic Chains
The Curb Chain collection, first introduced in the 1980s, has become a staple of urban luxury with its distinctive interlocking links.
The Spring 2025 campaign highlights three key designs:
- The 18mm Yellow Gold Curb Chain ($3,900) worn by Anthony
- The 10mm Sterling Silver style ($950) modeled by Brown
- A limited-edition Diamond-Accented version ($5,800)
Launched on Monday across the brand's social channels, the campaign marks David Yurman's continued push into men's jewelry, which has become its fastest-growing category.
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Fresh off his retirement from the NBA, Anthony continues to build his business empire through ventures like Creative 7.
Meanwhile, Brown prepares for another championship run with the Boston Celtics.
Both athletes will appear in additional campaign content throughout 2025.
Back in February, David Yurman tapped "Creed" star Michael B. Jordan for another elegant campaign.
