Alaska Airlines has named full-service communications shop Translation its marketing partner in charge of leading and leveraging the airline’s long-term partnership with NBA superstar Kevin Durant.

Translation will work alongside Alaska Airline’s lead creative agency, Mekanism.

“We selected Translation because of their expertise working with world-class athletes like Kevin Durant,” said Natalie Bowman, managing director of Alaska Airlines’ marketing and advertising.

“Our new campaign featuring Kevin will demonstrate our commitment to excellence and highest level of customer satisfaction.”

Alaska Airlines announced the partnership with Durant in September, saying in a statement that the athlete would be working with the airline to support youth and education programs in the San Francisco Bay Area.

The company noted that its late 2016 $2.6 billion acquisition of Virgin America and subsequent expansion in San Francisco played a significant role in its decision to team up with Durant, who plays for the Golden State Warriors.

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