VJ Maxx STYLED BY TJ MAXX

In the 2025-26 basketball season, TJ Maxx was gifted a layup. Basketball fans had come up with the perfect nickname for the 76ers’ standout backcourt tandem of VJ Edgecombe and Tyrese Maxey, dubbing the duo “VJ Maxx.”

We proactively concepted an epic way for TJ Maxx to acknowledge the name and showcase the brand’s style prowess in the process: fitting VJ and Tyrese head-to-toe in TJ Maxx finds for their arrival to the final game of the regular season and sharing their game day looks in partnership with sports fashion account LeagueFits.

The collab and the fits were a hit with fans, with comments including “hardest collab ever,” “give TJ Maxx all the marketing awards,” and “they make it look like LV [Louis Vuitton] .”

The collab was also a hit with the media, shared on social media by Complex Style, and in articles by Heavy, Sports Illustrated, and the Philadelphia Inquirer, along with the Sixers organically sharing the players’ outfits on their social media accounts.

Two days following our campaign launch, the Sixers won their play-in game to earn the 7th seed in the Eastern Conference Playoffs, sparking ESPN’s SportsCenter to share a VJ Maxx graphic in collaboration with @ESPN, @NBAOnESPN, and @Shams, perhaps inspired in part by our campaign.

Executive Creative Director: Marisa Biaggi
Group Creative Director: Jenna Nussbaum
Art Director: Sanay Lemus
Copywriter: Victoria Probert