TCL, one of the world’s largest and America’s fastest-growing television brand, on Thursday announced the latest addition to its winning roster: 23-year-old NBA superstar Giannis Antetokounmpo.
On the heels of its launch of the much-anticipated 6-Series, which combines powerful picture technology including Dolby Vision HDR with the endless entertainment of the Roku smart platform, TCL is taking its success to new heights. Antetokounmpo, whose rare combination of size and athleticism has made him known for his powerful performance on the court, will serve as a Brand Ambassador for TCL in North America.
"As the fastest-growing television brand in the US that prides itself on high quality TVs offering powerful performance and endless entertainment, TCL is excited to work with one of the most powerful and entertaining young stars in the league," said Chris Larson, senior vice president of TCL. "Giannis shares our passion for excellence and allows us to further connect with sports fans.
"Our partnership couldn’t have come at a better time, as we just released new 4K HDR TCL Roku TVs that offer an unmatched viewing experience for sports, with a stunning picture and the best smart TV platform for easy access to all the pro and college basketball games you’re looking for."
The basketball phenom will help TCL deliver more engaging experiences to consumers through a high-profile marketing campaign, which has just started running.
Antetokounmpo will be featured in the national television advertising campaign ‘Powerful Performance,’ directed by Hollywood filmmaker Matthew Mishory and shot by noted cinematographer Michael Marius Pessah. It features Giannis's trademark powerful dunk filmed in spectacular ultra-slow-motion (1000 frames a second) and graded in Dolby Vision, the HDR technology that powers Dolby’s most advanced cinemas around the world and delivers greater brightness and contrast, as well as a fuller palette of detailed colors.
Owners of TCL TVs with Dolby Vision will be able to watch the extended version of the video this summer through the Dolby Access channel, which features a collection of free, high-quality Dolby Vision HDR content. In addition to this video, the NBA star will be featured in wide-spread branding efforts. He joins an esteemed portfolio of athletes that TCL is also partnered with, including world renowned soccer player Neymar Jr., as well as football stars Jarvis Landry and Melvin Gordon.
At 6-11, but with the quickness and athleticism of a guard, Antetokounmpo has quickly emerged as one of the most powerful players in the league. A two-time NBA All-Star, he was named to the All-NBA Second Team and All-Defensive Second Team in 2017. As the Bucks' primary playmaker, he has led the team in almost every category – scoring, rebounding, assists, and steals - during the 2017-18 season.
In the 2016–17 season, the Greek superstar became the first player in NBA history to finish a regular season in the top 20 in total points, rebounds, assists, steals and blocks. For the 2018 All-Star Game, Antetokounmpo received the most player votes (226), tied for the most media votes (99) and was second in fan voting (2,530,211).
"I’m excited to partner with an innovative company like TCL," said Antetokounmpo. "I’ve been incredibly impressed with the performance of their TVs – especially the new 6-Series that I have at home – and am glad that my fans are able to enjoy an experience this great when watching us play or streaming their favorite show, without needing to play in the NBA to be able to afford it."