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Durant, LeBron's Production Company Partner For "Fly By" Series

LeBron James' Uninterrupted has aligned with Alaska Airlines and Thirty Five Ventures, controlled by Kevin Durant and his business partner Rich Kleiman, on a new video project entitled “Fly By.” The three-part series, which debuted yesterday, will follow NBAers Durant, Lakers F Kyle Kuzma and Nets G D’Angelo Russell as they explore the cities and culture of where they live. Future episodes will be shown weekly on the various social channels of the respective project partners and on select Alaska Airlines flights (Eric Fisher, THE DAILY). ADWEEK's Doug Zanger noted in the first episode, Durant and his teammate, Warriors G Quinn Cook, "explore their home city" of S.F. Alaska Airlines is "making a stronger push" into the S.F. market after its merger with Virgin America. The series also "extends the relationship between Durant and the airline, which began last year with 'Flight 35,' a program that flew 46 athletes" from L.A. and Oakland to the Las Vegas Classic Bigfoot Hoops in a "plane adorned with images" of Durant. While endorsement deals "can be fleeting, long-term relationships like the one with Durant and Alaska Airlines prove to be more fulfilling" (ADWEEK.com, 3/20).

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