--- title: NBA Future Starts Now x Nike | 8th Hashtag Sports Awards description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/jevQJwvV-gNbQkod0nZ-file.png --- NBA Future Starts Now x Nike | 8th Hashtag Sports Awards [The 8th Annual Awards](https://www.hashtagsports.com/awards/shortlist-2026?hsLang=en) # NBA Future Starts Now x Nike [NBA](https://www.nba.com) ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/jevQJwvV-gNbQkod0nZ-file.png?width=1920&height=1080&name=jevQJwvV-gNbQkod0nZ-file.png) Share [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fnba-future-starts-now-x-nike) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fnba-future-starts-now-x-nike&text=NBA+Future+Starts+Now+x+Nike+%7C+8th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fnba-future-starts-now-x-nike) ABOUT THIS ENTRY The NBA Future Starts Now x Nike partnership was designed to create exposure, fandom, and influence in grassroots basketball for the next generation's potential stars. This partnership creates a content ecosystem under the ‘Nike AirTime’ umbrella, connecting top future stars of basketball with current NBA stars. 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. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/jevQJwvV-gNbQkod0nZ-file.png?width=1920&height=1080&name=jevQJwvV-gNbQkod0nZ-file.png) How does this represent "Excellence in Engagement"? This partnership redefines fan engagement by shifting where and when fandom begins and providing outlets to connect with a new generation of 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, allowing fans to follow a player's journey and development, build early fandom, and stay connected to that player 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 early connections with 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 elite youth basketball events throughout the year and ingrain young basketball fans in that community. We focused specifically on elevating premier events and athletes into the broader basketball conversation, such as connecting events across the Nike Future Game, NBA All-Star, and 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 by 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 the 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, where Nike could have a grassroots presence at notable NBA tentpoles such as the NBA Cup (*Nike EYBL Scholastic Games at the Emirates NBA Cup*) and the NBA All-Star weekend (*Nike Future Game*). ** Nominations ** - Best Youth Sports Partnership **Organizations** - NBA - NBA Future Starts Now - Nike - Nike Basketball - Nike EYBL **Featured** - AJ Dybantsa - Kevin Durant **Credits** **[ Adam Harper](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Vice President, Youth Basketball Development NBA **[ Kelsey Brown](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Senior Director, Global Partnerships & Media NBA **[ Justin D’Apolito](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Senior Director, Social Content Lead NBA **[ Ian McCoy](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Senior Director, Digital & Social Live Content NBA **[ Will Brown](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Senior Manager, Snapchat and TikTok Platforms Manager NBA **[ Samantha Morris](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Senior Manager, Live Content Operations & Logistics NBA **[ Connor Williamson](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Senior Program Manager, Youth Basketball Development NBA **[ Mēsha Mosley](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Manager, Vertical Platforms Publishing NBA **[ Kate Heidt](https://www.hashtagsports.com/awards/shortlist-2026/nba.com?hsLang=en) ** Project Employee, Social Content NBA **[ Mychal Baker](https://www.linkedin.com/in/mychalbaker/) ** Global Expert – Digital Basketball (previously Brand Manager, NBA) Nike #### INSPIRED TO ENTER WORK? 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