Detroit Pistons
x Motown Records
Project Information
We partnered with the Detroit Pistons to bring cultural relevance back to the franchise through apparel that led conversation, not filler merchandise. D&C developed and led three capsule collections — including Goin’ To Work, Run The Numbers, and a Pistons × Motown collaboration — each built to feel intentional, current, and rooted in Detroit culture. Rather than default to familiar franchise tropes, we treated the work as product and point of view, creating collections fans actually wanted to wear.
Beyond the clothing, we shaped the creative direction across campaign shoots and storytelling, reframing what team apparel could represent. The Pistons × Motown collection, in particular, merged basketball and music into a single cultural statement — not as nostalgia, but as relevance. By approaching apparel as cultural currency, D&C helped shift the Pistons from forgettable franchise gear to meaningful expression, giving the team a stronger presence in the city and the culture around it.
