They Shoot, They Score: Detroit Pistons Launch an Entire Pro-Queer, All-Gender Apparel Collection

Collab with Phluid Project to coincide with Pistons Pride Night

Published: February 22, 2024 | Last Updated: February 22, 2024

The Detroit Pistons are doing it up for a celebration of the organization’s 10th annual Pride Night, set for March 24. The event will kick off with a new Pistons-sponsored “Basketball for All” platform and mark the launch of a four-piece, all-gender apparel collection created by Phluid Project founder Rob Smith, who grew up in Grosse Pointe.

The clothing launch, the first of its kind between inclusive brand Phluid and a pro sports franchise, includes a sweatshirt, T-shirt and hat, all with the words “Basketball for All” over a rainbow background. The company, which focuses on apparel, accessories, scents and intimacy products, are specifically affirming and inclusive regardless of gender, race, sexuality, body size, faith, age and ability and works with retailers like Macy’s, Target and Kohl’s.

“Working with the Phluid Project is another step in building inclusive spaces where people can be their authentic self, showcasing pride in their favorite sports team,” said Stefen Welch, vice president of Diversity, Equity and Inclusion for the Pistons, in a news release.

“The Basketball for All x Phluid all-gender capsule shares a message of inclusion while supporting our friends, family and neighbors in the LGBTQIA+ community,” he added. “Sports are meant to bring people together and celebrate common interests. Over the last year, the Pistons and Phluid have become more than peers, we’ve become a team. It is an honor to be the first organization in professional sports and the NBA to design a capsule with the Phluid Project.”

In the release, Smith said, “Since our inception eight years ago, Phluid has looked at every situation and asked ourselves, just because something has been one way, can we identify a new path that challenges societal norms and create more access for all people of all communities.”

The Basketball for All program, which will create safe spaces for under-served youth to play basketball in Metro Detroit, shares similar aims. Phluid Art Director Matt Gonsalves is heading up the initiative. “Detroit is a city I've had the privilege of spending considerable time in, and it has captured my heart,” he said in the news release.

“What consistently imbues Detroit with a sense of magic is the unwavering pride that its natives maintain, regardless of the challenges the city has faced. They are so proud to call Detroit home,” Gonsalves added. “Pride is also at the core of Phluid, not just within the LGBTQIA+ community but to also encourage others to shatter societal molds and embrace their authentic selves, being proud of the things that make them unique. Getting to blend the passion and support of Pistons' fans with the passion of The Phluid Project just felt correct.”

Follow @ThePhluidProject or visit their thephluidproject.com. The new apparel line will launch March 24 at Pistons313shop.com and the Team Store at Little Caesars Arena.