From the D-League to the Big Stage: How New Jersey Sets Became a Storytelling Engine for the NBA G League

What started over a decade ago—back when the NBA G League was still known as the D-League—has grown into one of the most meaningful chapters in the New Jersey Sets journey. Before the league rebranded, before theme nights were the cultural moments they are today, NJS was already quietly designing, producing, and innovating for teams that saw something different in us: a brand that cared as much about story as it did about style.

Today, we’re proud to be an officially licensed partner of the NBA G League, collaborating for past 8 seasons on uniforms, theme-night kits, merchandise and apparel. But even with all the growth, the heart of our work hasn’t changed—we’re here to tell stories through fabric, color, typography, and culture.

A History Built in the D-League Trenches

Our relationship with the league didn’t start with a big announcement or a formal licensing program. It started the way real partnerships do—by showing up. John Bickle a Santa Cruz warriors marketing and game ops genius at the time hit us on DM on Instagram asking for a crazy 3 day turnaround time on a jersey design he created for Surf City. We did the jersey (stitched twill on retro mesh) and drove it directly from LA to Santa Cruz just in time for media day. opened the jersey threw it on players and took this photo below: On site that was the catalyst for where we are today with the G. 

Those early years taught us one main thing: Teams needed a partner, not a vendor.
Somebody who understood pace of play, brand guidelines, fan culture, last-minute changes, and what it actually takes to deliver premium apparel not only at scale but in a hurry and still delivery with design precision and quality fabrics.

That foundation is what carried us into the modern G League era. We started the "superhero"theme nights prior to the need for licensing with the Superman joints seen here for the MAD ANTS! (shhhh dont tell DC we did it first)

The Rise of Theme Nights—And Why They Matter

Theme-night uniforms aren’t just alternate jerseys anymore—they’re community fund raisers. Beyond funds - They honor hometown legends, celebrate heritage, spotlight community partners, and give fans something to feel connected to beyond the scoreboard.

From embroidered elements and custom knit side panels to exclusive color palettes and all-over sublimation, we build pieces that are meant to be collected, cherished, and remembered. Every uniform is an opportunity to turn fan pride into something wearable.

Design + Manufacturing: A Dual Engine for Creativity

A lot of brands can design a concept. Far fewer can produce that same concept at the quality, speed, and consistency professional basketball requires.

New Jersey Sets stands out because we do both—in-house design leadership + full manufacturing execution.

• Elite-grade mesh and fabric selection with modern cuts.

• Precision sublimation and embroidery
  

• Size runs built for athletes and fans

• Highlights: Puff printing used for a BRAILLE Theme night with raised print, Glow in the dark vinyl for glow in the dark theme, retro heavy mesh for those throwback nights that want to take you back to a more nostalgic time. 

When a G League team signs off on a theme-night look, they know it’s not just going to look good in a mock-up—it’s going to look even better on the court and in the stands.

Licensed. Trusted. Growing.

Being officially licensed is more than a stamp—it’s validation of the years we invested helping shape how G League teams express identity through uniforms.

As of this season:

• Celtics, Lakers, Clippers, Warriors, Knicks, Kings, Nuggets (Gold), Jazz (Stars), Spurs, Nets and counting..

• More just theme nights we are creating collaborative drops for retail as seen at All star weekend 2024.
  

And we’re only getting started.

Much love to the NBA for the trust in creating for the teams across the G. We think the work on this page speaks for itself. NJS for NBA is a true test in grit, creativity and love for this game that has propelled us to the highest of heights.