In an attempt to restart the ‘basketball cards’ fad from the 80s and the 90s, Panini America, the global leader in sports collectible stickers and cards, has announced a long-term deal with Oklahoma City Thunder superstar, Kevin Durant.

Durant will be the global NBA spokesman for the company in order to develop Panini NBA trading card products, as well as Panini Authentic memorabilia products. His photo and autograph will appear in Panini’s NBA trading cards and packaging for hobby and mass retail products.

As part of the agreement, Panini has launched its first TV campaign featuring the basketball superstar and a young Panini NBA trading card collector (below).

In order to reach its young commercial target, this ad will be broadcasted on Cartoon Network, Nickelodeon and more. The hashtag #WhoDoYouCollect will support the campaign on social media.

Panini America CEO Mark Warsop is delighted to welcome one of the most recognizable professional athletes in the world.

“We’re proud to be entering this new exclusive relationship with Kevin and the Panini family and look forward to a bright future with him.” he said.