NBA Future Starts Now x Nike

ABOUT THIS ENTRY

NBA Future Starts Now x Nike partnership was designed to create exposure, fandom, and influence in the grassroots basketball space for the potential future basketball stars of the next generation. This partnership creates a content ecosystem under the umbrella of ‘Nike AirTime’, connecting top future stars of basketball to the current stars of the NBA. Additionally, the elite youth basketball space focused on a year-round pipeline from youth circuits to NBA fandom, including elite youth basketball events such as: Nike EYBL Peach Jam, Nike Future Games at NBA All-Star, Nike EYBL Scholastic Games at NBA Cup, Nike EYBL Sessions, Mamba League Invitational, Jordan Brand Classic, Jordan Holiday Classic, Nike Hoop Summit, and more.

How does this represent "Excellence in Engagement"?

This partnership redefines fan engagement by shifting where and when fandom begins, and providing the outlets to connect with a new age of future basketball stars. Rather than waiting for athletes to reach the professional stage, this ecosystem is where fans can discover, follow and connect with the elite youth level. 

By integrating elite youth basketball into the NBA’s content and event ecosystem and amplifying it through Nike’s platform, we expanded events into consistent, must-follow moments. This approach drove year-round engagement, where fans can follow the journey and development of a player, build early fandom, and stay connected to that over time. 

This sets a new benchmark by extending the lifecycle earlier than ever before. It also established a scalable model for how leagues and brands can elevate elite youth sports through storytelling, access and distribution. 

Ultimately, this partnership demonstrates that the future of fan growth lies in building connections early on to the next generation of athletes – creating deeper, longer-lasting relationships. 

Objective

The goal of this partnership was to close the gap between the next generation of stars and when NBA fandom begins. Our objective was to increase the visibility of many of the elite youth basketball events throughout the year and ingratiate young basketball fans into that community. We focused specifically on elevating premier events and athletes into the broader basketball conversation such as connecting events between the Nike Future Game and NBA All-Star, as well as the NBA Cup in Las Vegas. Through this effort, the NBA and Nike aimed to expand the entry point to basketball fandom – building earlier connections between fans and the next generation of talent with strengthening the overall elite youth basketball ecosystem. 

Strategy & Execution

With the modern sports fan in mind, NBA and Nike implemented this partnership to meet fandom where they are – with a content-focused approach across social and digital platforms. The NBA’s social and digital coverage of several Nike elite youth events such as Nike Peach Jam, Jordan Brand Classic, Nike EYBL sessions, and more, created exposure and publicity for the next generation of basketball players and fans. Implementing global reach of NBA platforms across the connection to Nike scaled visibility around the calendar year. This culminated in the production of several Nike AirTime series’ in which up-and-coming basketball prospects could bridge the gap with current NBA/Nike athletes. AJ Dybantsa sat down with his favorite NBA player, Kevin Durant – through the lens of what it means to be a star, while Durant was able to connect with a young player he inspired. The partnership then expanded to events, in which Nike could have a grassroots presence at notable NBA tentpoles such as NBA Cup (Nike EYBL Scholastic Games at Emirates NBA Cup) and NBA All-Star weekend (Nike Future Game).

Organizations

• NBA

• NBA Future Starts Now
• Nike
• Nike Basketball
• Nike EYBL

Credits

Adam Harper
Vice President, Youth Basketball Development
NBA

Kelsey Brown
Senior Director, Global Partnerships & Media
NBA

Justin D’Apolito
Senior Director, Social Content Lead
NBA

Ian McCoy
Senior Director, Digital & Social Live Content
NBA

Will Brown
Senior Manager, Snapchat and TikTok Platforms Manager
NBA

Samantha Morris
Senior Manager, Live Content Operations & Logistics
NBA

Connor Williamson
Senior Program Manager, Youth Basketball Development
NBA

Mēsha Mosley
Manager, Vertical Platforms Publishing
NBA

Kate Heidt
Project Employee, Social Content
NBA

Mychal Baker
Global Expert – Digital Basketball (previously Brand Manager, NBA)
Nike