NBA Launches New Global ‘That’s Game’ Brand Campaign Ahead of 2021 NBA Playoffs


It’s more than basketball. It’s what connects us all and keeps us coming back for more. It’s the NBA. #ThatsGame

NEW YORK, May 21, 2021 – The NBA today unveiled ‘That’s Game’, its new global branding campaign, which will begin at the start of the 2021 NBA playoffs on Saturday, May 22 and continue with the next 75.e anniversary season showcasing pivotal moments on the pitch and beyond, from iconic arena games to player impact on the community. The new campaign, created in collaboration with creative agency Translation, demonstrates how the NBA has advanced the game, developed its community and impacted its culture throughout the league’s rich history.

“That’s Game” will launch with a series of four TV spots narrated by Golden Globe and SAG-winning actor, filmmaker, musician and activist Idris Elba to an original line-up by Oscar-winning producer Jon Batiste. Celebrity director Emmanuel Adjei (“Black is King” and “Dark Ballet”) directed the spots, which will be broadcast worldwide in 15 languages, with selected markets featuring local celebrities as campaign voices.

“This is the game” demonstrates more than the climax of the game – it is about the moments that have kept fans connected to the game throughout history and will continue to engage them long into the future, ”he said. said Kate Jhaveri, director of marketing for the NBA. “We are thrilled to celebrate the incredible games that amaze us and the hard-hitting community work of players and teams, and we look forward to continuing that storytelling in the 75e the birthday season. “

“We are thrilled to partner with the NBA to create ‘That’s Game’ and help tell the story of the impact of this game on culture and the world, on and off the field,” said Jason Campbell. , Executive Creative Director of Translation. “Every hand that has contributed to this work has understood this truth, and we are delighted to continue to discover its meaning long into the future.”

the : 60 brand spot revisits transcendent moments that have inspired fan communities around the world, including the lifting of a championship trophy, a conscript fulfilling his dream of playing for the pros, making a pre-match fashion statement, elevating a movement of social justice and other times bigger than basketball. Strengths include:

    • Russell Westbrook of the Washington Wizards, Kyle Kuzma of the Los Angeles Lakers and D’Angelo Russell of the Minnesota Timberwolves show off their unmistakable style.
    • Stephen Curry and the Golden State Warriors crowned 2018 NBA champions.
    • Ja Morant of the Memphis Grizzlies, LeBron James of the Los Angeles Lakers and Giannis Antetokounmpo of the Milwaukee Bucks and Julius Randle of the New York Knicks showing off some thrilling slam dunks.
    • Eight-time NBA All-Star Vince Carter’s legendary 360 dunk windmill in the 2000 Slam Dunk Contest and Utah Jazz’s Donovan Mitchell paying homage to Carter in the contest 18 years later.
    • Jaylen Brown, NBA All-Star of the Boston Celtics, who is at the forefront of the race equality movement, wearing “Liberation” on his jersey during the restart of the NBA and the Orlando Magic, which have prioritized the race. supporting the youth of the Central Florida community, linking arms together on center court as the league and players advocated for social change this year.

The first one Make way for the playoffs will continue this trend, reminding fans why NBA playoff moments are so special. The campaign will be supported by high-impact media and celebrated with a number of fan engagement activations, including:

  • ‘NBA House’ – During the playoffs, some of the most relevant social content creators and influencers will come together at a Los Angeles-based ‘NBA House’ to create some exciting social moments, inviting fans to the cultural epicenter of Canada. NBA Playoffs with personalized content and lineup.
  • Watch-and-Win “Catch the Game” Promotion – The league will be running a watch-and-win promotion encouraging fans to tune in for a chance to win some of the most coveted NBA in-person experiences through flagship events around the world. league during the final two rounds of the Playoffs, including a trip to the 2022 NBA All-Star in Cleveland, Ohio and the 2022 NBA Finals, among other prizes and valuable experiences.
  • Fortnite Partnership – In addition to NBA outfits for all 30 teams on sale in the Item Shop later today, starting May 25, Fortnite players can head to the game’s ‘Creative Mode’ to get the opportunity to visit the NBA Welcome Hub for more NBA-related campaign experiences and content. Additionally, Utah Jazz’s Donovan Mitchell and Atlanta Hawks Trae Young will share their “locker bundles” for their players, revealing their favorite items to “wear” while playing Fortnite.
  • UnitedMasters – partnered with UnitedMasters’ talented roster of artists such as Tobe Nwigwe to create unique content that supports and defines “It’s fun”

As part of the league’s ongoing social justice commitments, the ‘That’s Game’ campaign will seek to tell stories across league platforms and teams around our recently social justice champion Kareem Abdul-Jabbar. announced, investing 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 ends at 9 p.m. ET tonight with the Memphis Grizzlies visiting the Golden State Warriors on ESPN. The 2021 NBA playoffs kick off tomorrow with a brace on ESPN as the Miami Heat visit the Milwaukee Bucks (2 p.m. ET) and the LA Clippers host the Dallas Mavericks (4:30 p.m. ET).


About Kimberly Alley

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