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The National Basketball Players Association has inaugurated a Justice Fund, using proceeds from the auction of NBA game-worn jerseys from the season restart to support social justice initiatives. An advisory committee of players will examine and recommend potential recipients for the funds.
Players’ Justice Fund.
— NBPA (@TheNBPA) August 14, 2020
Managed by the players with support from the NBPA Foundation, the newly-created Players’ Justice Fund will receive the proceeds from the auction of the NBA’s restart jerseys to support initiatives promoting social justice and equality. Info in bio. pic.twitter.com/VsqY21KtPw
The juxtaposition of messaged jerseys and funds supporting justice causes is compelling. This is an organic and creative way to capitalize on a lively market to spur the change that the league’s players are talking about.