NEW YORK – NBA champion and MVP Giannis Antetokounmpo is on digital billboards in Times Square and by Madison Square Garden in an ad campaign for the limited-edition headphones he and JBL have teamed up to create and which launched on December 20.

The two sets of limited-edition headphones are inspired by Antetokounmpo’s Greek heritage and “passion for sound,” Hypebeast reported on December 14, adding that the release is the first headphone collaboration for Antetokounmpo, and the series features the popular JBL Tour One and Endurance Peak II silhouettes with the star’s signature and a blue dye map of Europe highlighting Greece.

The ad campaign’s slogan is “the journey continues” and it appears in Greek and in English on the billboards, one of the few times Greek text appears in an ad on billboards in the heart of New York City and at the so-called “crossroads of the world.”

This is just another step in Giannis’ journey which began in Sepolia and now continues in the U.S. at the pinnacle of his success in the NBA.

“For me, it’s about each and every experience in a journey, so building on my relationship with JBL came naturally and gave me the opportunity to recognize and appreciate where I come from,” Antetokounmpo told Hypebeast. “JBL headphones have become part of my everyday life and being able to represent my heritage through this unique design gives me an opportunity to take others on this journey.”

“To celebrate the release, JBL has launched a ‘Greek Out’ campaign that will include a life-size statue of Antetokounmpo at various locations in Milwaukee,” Hypebeast reported, adding that “fans can interact with the statue and post the hashtag #JBLGreekOut for chances to win prizes including exclusive Freak Edition headphones, merch, and tickets to Milwaukee Bucks games. A new TikTok dance called the ‘Greek Out’ will also be shown to encourage others to move like the Freak.”

“Giannis has been a key ambassador with JBL for more than three years now, so we were excited that he wanted to take the partnership to the next level by creating a design uniquely his own,” said Ralph Santana, Chief Marketing Officer at Harman, Hypebeast reported. “From day one, Giannis wanted to play a key role in designing and launching the Freak Edition line. You can’t ask for a better partner.”

The Freak Edition JBL Tour and JBL Endurance Peak headphones are available at StockX.