The NBA today unveiled “That’s Game,” its new global brand campaign, which will tip-off at the start of the 2021 NBA Playoffs on Saturday, May 22, and continue with the league’s upcoming 75th anniversary season highlighting pivotal moments on-court and beyond, from iconic plays in-arena to the impact players have in the community.
The new campaign demonstrates how the NBA has advanced and enhanced the game, grown its community and impacted culture throughout the league’s storied history.
“That’s Game” will launch with a series of four television spots narrated by Golden Globe and SAG-winning actor, filmmaker, musician and activist Idris Elba set to an original composition by Oscar-winning producer Jon Batiste.
The renowned Emmanuel Adjei (“Black is King” and “Dark Ballet”) directed the spots, which will air globally in 15 languages, with select markets featuring local celebrities as the voices of the campaign.
“‘That’s Game’ demonstrates more than just the culmination of play – it’s about the moments that have kept fans connected to the game throughout history and will continue to engage them long into the future,” said NBA Chief Marketing Officer Kate Jhaveri.
The 60-second brand spot revisits transcendent moments that have inspired communities of fans around the world, including raising a championship trophy, a draftee achieving his dream of playing in the pros, making a pregame fashion statement, elevating a social justice movement and other moments that transcend basketball.
Washington Wizards’ Russell Westbrook, Los Angeles Lakers’ Kyle Kuzma, and Minnesota Timberwolves’ D’Angelo Russell showing off their inimitable style.
Stephen Curry and The Golden State Warriors being crowned the 2018 NBA Champions.
Memphis Grizzlies’ Ja Morant, Los Angeles Lakers’ LeBron James and Milwaukee Bucks’ Giannis Antetokounmpo and New York Knicks’ Julius Randle showing off exciting slam dunks.
Eight-time NBA All-Star Vince Carter’s legendary 360 windmill dunk in the 2000 Slam Dunk Contest and the Utah Jazz’s Donovan Mitchell paying homage to Carter in the contest 18 years later.
Boston Celtics’ NBA All-Star Jaylen Brown, who is on the front lines of the movement for racial equality, wearing “Liberation” on his jersey during the NBA Restart and the Orlando Magic, who have prioritized supporting youth in the central Florida community, connecting arms together at center court as the league and players advocated for social change this past year.
The first Playoff spot will continue this trend, reminding fans why NBA playoff moments are so special.
As part of the league’s ongoing social justice commitments, the “That’s Game” campaign will look to tell stories across the league and team platforms around our recently announced Kareem Abdul-Jabbar Social Justice Champion, investments in Black communities through the NBA Foundation and advocacy for policy change through the National Basketball Social Justice Coalition.
The State Farm NBA Play-In Tournament concludes tonight at 9 p.m. ET with the Memphis Grizzlies visiting the Golden State Warriors on ESPN. The 2021 NBA Playoffs tip-off tomorrow with a doubleheader on ESPN as the Miami Heat visit the Milwaukee Bucks (2 p.m. E.T.) and the LA Clippers host the Dallas Mavericks (4:30 p.m. ET).