Knicks hire agency to boost their brand perception

While the Knicks search for help on the court, they are set for a makeover off of it — with a lofty endorsement in tow.

The Knicks are partnering with Steve Stoute and his brand agency, Translation, “in an attempt to bolster its brand and strengthen its ties to the fan base,” Bloomberg reported Thursday.

The news was welcomed by LeBron James, who worked with Stoute to produce the HBO documentary “Student Athlete.”

“Stoute’s been a friend a long time. He does amazing work,” James told SNY. “Our beautiful league is always more beautiful when the Knicks matter and the Garden is jumping. I think it’s going to be great.”

The Knicks have been down in the dumps, on their way to a seventh straight losing season. They have failed to attract top free agents and have had plenty of snafus off the court that have not helped their reputation, even as Madison Square Garden continues to see strong attendance.

But Stoute, a lifelong Knicks fan, believes his company — which has worked with the Nets, the NFL, AT&T, Anheuser-Busch and State Farm — can help turn the Knicks’ brand around, even if the wins don’t come with it.

“Winning cures a lot of problems. Great marketing and exciting entertainment cure all problems,” Stoute told Bloomberg. “The brand has to be strong regardless of the final score. When people are hopeful that things are going to be better, and it brings excitement, all of a sudden that becomes the brand.”

For more on the Knicks, listen to the latest episode of the “Big Apple Buckets” podcast:

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