Pacers Sports & Entertainment Names Jas Bell Global Design and Product Director

Pacers Sports & Entertainment (PS&E) announced a multi-year partnership with award-winning designer and creative strategist Jas Bell, who was named the organization’s first-ever global design and product director, on June 30, 2026. In this new role, Bell will direct creative, product development and retail strategy for both the Indiana Pacers and the Indiana Fever.

Jas Bell, also known professionally as Leonardo Chop, has been hired by Pacers Sports & Entertainment as its global design and product director in a multi-year deal. Announced June 30, 2026, the appointment charges Bell with developing premium, limited-edition merchandise and cultural collaborations to expand the global footprint of the Indiana Pacers and Indiana Fever brands.

The hiring represents a major investment by PS&E in its in-house merchandise business. The Pacers and Fever rank among the highest in per-capita gameday merchandise sales in professional basketball, and PS&E is one of the few professional sports organizations that manages its retail strategy, product development, and team store operations all under one roof.

Bell’s goal is to harness this momentum and create premium, limited-edition collections and signature products that connect with fans locally and internationally. His work will focus on building “statement capsules” that let fans authentically express their identity and connection to the teams.

Bell, who goes by Leonardo Chop professionally, is a St. Louis native with strong Midwest ties who used to travel to Indiana for games during his youth. He creates work at the intersection of commercial design, streetwear culture, professional sports, and fine art.

Before this official appointment, Bell already had a successful working relationship with PS&E. He was instrumental in developing the Indiana Fever’s “Stranger Things” merchandise partnership, which earned a Silver Clio Sports Award for its trailblazing fan engagement strategy. Outside of basketball, Bell has been the art director for Grammy Award-winning artist SZA, worked with producer Metro Boomin, and been a part of official Super Bowl merchandise programs.

Earlier this year at Paris Fashion Week, Bell told WISH-TV he’s focused on increasing the visibility of Indiana sports brands worldwide. “I want people here in Paris wearing Indiana Fever and Pacers gear,” Bell said. “I want people in Japan wearing it because the way I see it, the time I’ve spent there, it’s like we’re such a hub for sports.

Leadership at Pacers Sports & Entertainment cited Bell’s unique ability to blend cultural relevance with commercial sports products. “Jas has an incredible ability to create products and experiences that connect culture, storytelling, and fandom,” said Joey Graziano, Executive Vice President and Chief Commercial Officer for Pacers Sports & Entertainment.

“As we continue to grow as a global sports and entertainment company, we’re investing in merchandise as an extension of our brands and one of the most meaningful ways fans connect with our teams.”

“Bell has a proven track record,” said Lauren Roa, PS&E Senior Vice President of Retail and Merchandising. “We have already seen firsthand what Jas can create with the Fever’s award-winning Stranger Things collaboration,” Roa said. “We have never seen anyone combine storytelling, culture, and product in the way he does.

The role is a personal and professional milestone for Bell. “This partnership hits home for me as a kid from the Midwest,” Bell said. “”This is not just a job; it is a tremendous responsibility to the Pacers, the Fever,r and the culture.

This hire signals a broader shift in pro sports: the evolution of team merchandise from basic apparel to culturally relevant, high-design lifestyle products. By bringing in a creative director with deep connections to the music and streetwear communities, PS&E is positioning the Pacers and Fever to compete not just in sports retail, but in the broader global fashion and pop culture marketplace. The strategy is to expand the market, attract non-traditional fans, and create new revenue sources through high-demand, limited-edition drops.

Fans can look forward to limited-edition, franchise-specific merchandise collections celebrating franchise milestones and community activations. The first major test of the new global strategy will come with the merchandise capsule planned for the Pacers’ regular-season game in Mexico City this November. The company has yet to announce specific design details or drop dates for these upcoming collections.

Who is Jas Bell?
Jas Bell (also known professionally as Leonardo Chop) is an award-winning designer and creative strategist. He has previously overseen art direction for artist SZA, worked with Metro Boomin, and worked on Super Bowl merchandise programs.

Which teams will Jas Bell be working for?
As global design and product director, Bell will lead design and product strategy for the Indiana Pacers (NBA) and Indiana Fever (WNBA), which are owned by Pacers Sports & Entertainment.

What is the objective of this new role?
The main goal is to develop high-end, limited-edition merchandise lines that blend sports fandom with street-fashion culture, increasing the global relevance and cultural footprint of the Pacers and Fever brands.