WhatsApp, the connector for billions of diasporas worldwide, wanted to introduce a purpose-driven partnership that could turn having to choose between cultures into a celebration of cross-cultural identity. The +234 Hoodie was an ode to Nigeria — a collaboration between Nigerian-American designer Niyi Okuboyejo, Giannis, and Nigerian dye artisans and tailors – all connected via WhatsApp. The hoodie features Giannis’ jersey number, 34, converted to +234, Nigeria’s international dialing code. The back of the hoodie notes Giannis’s Yoruba family name, Adetokunbo.