Thunder superstar expands global influence with Audemars Piguet partnership
Oklahoma City Thunder guard Shai Gilgeous-Alexander continues to strengthen his presence beyond basketball after officially being welcomed into the Audemars Piguet family as a Friend of the Brand. The announcement represents another milestone in the All-NBA guard’s growing reputation as one of the league’s most influential figures at the intersection of sport, fashion, and luxury culture.
The collaboration was unveiled at AP House Los Angeles, where the Swiss watchmaker celebrated Gilgeous-Alexander’s individuality, craftsmanship appreciation, and cultural impact — qualities the brand considers essential to its creative identity.
Luxury partnership reflects SGA’s rising cultural and fashion footprint
Audemars Piguet’s decision to partner with Gilgeous-Alexander reflects the guard’s evolution into a multidimensional global figure. While his on-court production continues to drive Oklahoma City’s contender status — including MVP-level scoring efficiency, elite shot creation, and leadership — his off-court fashion credibility has positioned him as one of the NBA’s defining style icons.
The Thunder star has consistently turned pregame tunnel walks into fashion showcases, blending tailored silhouettes, bold accessories, and experimental layering. That aesthetic alignment made the partnership a natural progression, reinforcing how modern NBA stars now influence luxury branding narratives.
Welcoming Shai Gilgeous-Alexander to the AP Family!
As a sports and fashion icon, Shai is an avid watch collector with a long-standing appreciation for Audemars Piguet, embodying our commitment to craftsmanship, creativity, and pushing boundaries.
We are proud to count him as… pic.twitter.com/ER9TJgTgbL
— Audemars Piguet (@AudemarsPiguet) February 19, 2026
Royal Oak Perpetual Calendar choice underscores signature style identity
To mark the announcement, Gilgeous-Alexander debuted the Royal Oak Perpetual Calendar 41mm in blue ceramic — a timepiece known for its intricate craftsmanship and contemporary design. The selection mirrored his fashion philosophy: refined yet expressive, traditional yet innovative.
The Royal Oak’s bold ceramic finish complemented SGA’s signature minimalist-but-statement-driven wardrobe approach, highlighting how accessory choices have become central to athlete-driven luxury storytelling.
Momentum builds following major fashion campaigns and cultural recognition
The partnership arrives shortly after Gilgeous-Alexander’s appearance in a prominent Levi’s campaign that aired during Super Bowl programming, further expanding his visibility beyond basketball audiences. In that campaign and subsequent promotional content, SGA emphasized three pillars of his personal style — confidence, authenticity, and attention to detail — themes that closely mirror Audemars Piguet’s brand philosophy.
This sequence of collaborations signals a strategic trajectory rather than isolated endorsements, positioning Gilgeous-Alexander among a select group of athletes whose cultural relevance extends into luxury fashion, design, and lifestyle branding.
Shai Gilgeous-Alexander is the newest member of the Audemars Piguet family 🧊
📷 @AudemarsPiguet pic.twitter.com/p9ftn4Qrkf
— Decked Out Media (@deckedoutmag) February 20, 2026
On-court excellence continues to fuel off-court opportunities
Gilgeous-Alexander’s luxury partnerships are underpinned by sustained elite performance. The Thunder guard has emerged as one of the NBA’s most efficient high-volume scorers, combining midrange mastery, rim pressure, and playmaking versatility while leading Oklahoma City’s rise in the Western Conference standings.
His ability to pair basketball dominance with authentic personal branding has made him particularly attractive to premium lifestyle companies seeking ambassadors who resonate across sport, fashion, and youth culture.
