Ecommerce

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

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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.

Heading into the tournament, the likes of Pat Connaughton of the Milwaukee Bucks and C.J. McCollum of the Portland Trailblazers were already fans of the direct-to-consumer retailer, according to Steven Borrelli, the founder and CEO of Cuts.

“It