Louis Vuitton Men's Spring 2020

GAME-CHANGER: In a sign of the growing influence of sports on leading luxury brands, Louis Vuitton is cooking up a partnership with the NBA, WWD has learned.

The French fashion house has sent out a save-the-date for a cocktail on Jan. 22 at its flagship on Avenue Montaigne in Paris featuring the outline of a basketball court with the LV initials glowing in the middle.

The graphic on the invitation for Louis Vuitton's cocktail to celebrate its partnership with the NBA.

The graphic on the invitation for Louis Vuitton’s cocktail to celebrate its partnership with the NBACourtesy

“Michael Burke, chairman and chief executive officer, Louis Vuitton is pleased to invite you to celebrate the new partnership between Louis Vuitton and NBA,” said the invitation, which bore the hashtag #LVxNBA. Officials at Vuitton declined further comment.

In a historic first for the French capital, the NBA will play a regular season game in Paris on Jan. 24, with the Charlotte Hornets facing off against the Milwaukee Bucks at the AccorHotels Arena.

Vuitton has a history of sports collaborations, producing trophy cases for the America’s Cup, the FIFA World Cup, the Rugby World Cup and the Roland-Garros tennis tournament. Its recent partnership with Riot Games, the maker of the online video game “League of Legends,” extended to a capsule ready-to-wear collection.

Vuitton opened the luxury doors to sportswear with its 2017 collaboration with Supreme, and the trend shows no sign of waning, with Prada and Adidas recently announcing the launch of a long-term partnership, and Dior unveiling a sneaker with Jordan Brand at its pre-fall men’s show in Miami last month.

Read more from WWD:

Virgil Abloh Says Streetwear Will Die… But Many Disagree

Beyonce to Relaunch Athleisure Brand With Adidas

Under Armour Taps Tom Brady, Stephen Curry and Michael Phelps for New Campaign

WATCH: The Best and Worst 2019 Fashion Trends