Shai Gilgeous-Alexander Joins Audemars Piguet as Friend of the Brand

The Oklahoma City Thunder star adds another luxury milestone to his fashion rise.

Published on Mar. 1, 2026

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Shai Gilgeous-Alexander, the Oklahoma City Thunder basketball player, has been officially welcomed by luxury watchmaker Audemars Piguet as a Friend of the Brand. The announcement highlights Gilgeous-Alexander's reputation as both a sports and fashion icon, and his long-standing appreciation for the company's craftsmanship and creative ambition.

Why it matters

This partnership signals more than a standard endorsement, as it underscores how elite athletes now shape luxury narratives. Gilgeous-Alexander continues to expand his footprint beyond the hardwood, pairing on-court excellence with off-court influence, and aligning with a brand rooted in precision and legacy.

The details

To commemorate the occasion, Gilgeous-Alexander wore the all-new 2026 Royal Oak Perpetual Calendar 41 mm in blue ceramic, a bold yet refined piece that matched his signature tunnel presence. The timing also feels intentional, as Gilgeous-Alexander recently starred in a Levi's campaign, where he outlined three guiding principles behind his personal aesthetic: confidence, detail, and authenticity - themes that now align seamlessly with Audemars Piguet's ethos.

  • Gilgeous-Alexander was officially welcomed as a Friend of the Brand by Audemars Piguet on February 19, 2026.
  • Just weeks ago, Gilgeous-Alexander starred in Levi's 'Behind Every Original' campaign, which debuted during the 2026 Super Bowl.

The players

Shai Gilgeous-Alexander

An Oklahoma City Thunder basketball player known for his blending of basketball brilliance and high fashion.

Audemars Piguet

A luxury watchmaker that has officially welcomed Gilgeous-Alexander as a Friend of the Brand, highlighting his reputation as both a sports and fashion icon.

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What they’re saying

“Welcoming Shai Gilgeous-Alexander to the AP Family!”

— Audemars Piguet (Twitter)

“This is just so much aura dude omg.”

— Fan (Twitter)

“Very lit good move AP.”

— Fan (Twitter)

The takeaway

This collaboration between Shai Gilgeous-Alexander and Audemars Piguet underscores the growing influence of elite athletes in shaping luxury narratives. Gilgeous-Alexander's ability to blend basketball excellence with high fashion has made him a sought-after partner for brands seeking to bridge heritage and modern influence.