“ We talk a lot about the NBA family, how do we bring that NBA family to life and welcome our fans into that family? There couldn’t be any better place on earth then a place where legends and current players and upcoming players get to hang out together.” – Kate Jhaveri, NBA Chief Marketing Officer
Julius Irving, Larry Bird, Magic Johnson, Kareem Abdul-Jabbar, Oscar Robinson, Kevin Durant, LeBron James are just some names in NBA Lane. The NBA Chief Marketing Officer, NBA Kate Jhaveri wanted to capture a moment in history that merged the NBA family with their global fans. The legend-filled film was created courtesy of the creative ad agency Translation and directed by Rick Famuyiw. The video includes references that resonate with NBA fans like Gary Payton’s signature glove, Mutombo’s famous finger wag and Kareem teaching Dirk how to perfect his patenting skyhook. An ode to the NBA’s 75th anniversary! The ability to capture seven decades of history in a 3-minute video is astonishing. The celebration begins as the countdown to opening day is approaching.