Actor and designer Will Smith is to team up with British basketball players from the London Lions to launch his new fitness fashion line Bel-Air Athletics in the UK.
In an Instagram post this past weekend, The Fresh Prince star revealed that the London Lions are going to be modelling the Bel Air athletics label, which will be sold in UK Selfridges stores.
When the first Bel-Air Athletics collection dropped in 2019, it sold out immediately, with fans desperate to get hold of pieces that evoked the mood of the show. For Spring/Summer 2021, the label has dialed down the 90’s nostalgia in favour of premium pieces that tap into smart athleisure and elevated basics.
With Bel-Air Athletics’ shift from limited-edition capsule collections to fully-fledged premium label, its new-season line-up has been designed with longevity in mind. Featuring branded t-shirts and tracksuits, printed blazers (lined with a classic Paisley print) and embossed hoodies, the collection is handcrafted in Italy from high-quality, luxurious materials.
The partnership with Bel Air Athletics represents another major milestone in the London Lions’ goal of bringing basketball into mainstream British culture, with the launch coming just one week after the Lions participated in the launch party for music star AJ Tracey’s second album, ‘Flu Game’.
In the US it is common to see the biggest stars of music sitting court-side, whilst several tracks produced by some of the biggest artists in the world pull inspiration from iconic players, teams and performances. The London lions imagery will be unveiled in the coming week.