No city embraces its sports teams like Detroit. While Philadelphia and New York have die-hard fans, Detroit’s connection runs deeper. It’s more than loyalty—it’s cultural. The city’s style, grit, and spirit shine through its teams, creating a unique bond. Though the city has faced hard times, recent improvements in its sports franchises have renewed hope. Fans believe the years of being a punchline are finally ending.
Despite their struggles on the court, the Detroit Pistons remain one of the NBA’s most culturally aware teams. Detroit’s unique style, symbolized by Cartier glasses, thrives alongside the celebrities who sit courtside. The Pistons and the city they represent intertwine in a vibrant culture that celebrates basketball and community.
That connection grew stronger with today’s announcement of a new sponsorship deal between the Pistons and StockX, a Detroit-based online sneaker and clothing reseller. StockX will replace United Wholesale Mortgage as the team’s patch sponsor, signaling a partnership beyond basketball. This collaboration isn’t just about the game—it’s about deepening the cultural connection between the Pistons and Detroit’s identity. So, what are the plans for this partnership? Let’s dive in.
Pistons Partner With Popular Online Reseller As New Sponsor
StockX Embodies Pistons Basketball
Founded in 2015 by Dan Gilbert, Josh Luber, Greg Schwartz, and Chris Kaufman, StockX rapidly became one of the country’s most popular online retailers. Recognized as one of the fastest-growing startups in Detroit and Michigan, the company now boasts about 1,400 employees across six continents. Its headquarters is in the One Campus Martius Building in downtown Detroit, cementing its roots in the city’s heart.
StockX initially specialized in sneakers and streetwear. It has since expanded to include electronics like game consoles and smartphones. The company is now multi-faceted, reflecting Detroit’s diversity and resilience. Despite facing controversies, StockX has continued to defy the odds. This new partnership with the Pistons echoes that same spirit of perseverance.
The Pistons and StockX Partnership Goes Beyond Basketball
This partnership goes beyond the game. The Pistons and StockX will team up with students from Pensole College of Business and Design, offering them unique opportunities in business and design. While more initiatives are expected to develop over time, this marks the beginning of a collaboration to make a lasting impact in Detroit’s communities.
The StockX logo will also be featured on the Pistons’ court at Little Caesars Arena and the Motor City Cruise court at Wayne State Fieldhouse. This is another sign of their commitment to a team determined to move past last season. This message resonates with Detroit fans: win or lose, the Pistons actively commit to driving the city’s growth.
The Last Word
This partnership between the Pistons and StockX symbolizes the unbreakable bond between Detroit, its basketball team, and its thriving business community. Just as StockX has risen from Detroit’s resilient spirit, the Pistons are working to rebuild and reconnect with the city. Together, they’re creating opportunities through initiatives like the Pensole College collaboration. They also showcase what makes Detroit unique—its culture, innovation, and determination. StockX will stand alongside the Pistons as they continue their journey. When Detroit unites, both on and off the court, there’s nothing it can’t achieve.
