How DTC Brand Cuts Clothing Became the Breakout Hit for Players in the NBA ‘Bubble’

By the time the L.A. Lakers were crowned champions, several dozen athletes were wearing the apparel brand's clothing

Photos of NBA players wearing Cuts Clothing
Players for NBA team the Miami Heat, including Duncan Robinson, Bam Adebayo and Andre Iguodala, all sported Cuts Clothing's T-shirts and face masks during the NBA playoffs while in the 'Bubble.' Getty images
Headshot of Richard Collings

For Cuts Clothing—a maker of T-shirts, polos and sweatshirts—the bubble created by the National Basketball Association in Orlando for the league’s playoffs proved to be the ideal environment for the brand to spread the gospel about the quality of its clothing.

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@RichCollings Richard Collings is a retail reporter at Adweek.