For years Nike, Adidas and many others have worked hard to brand the NBA. In fact, the one advertiser that hadn't worked to define the NBA was...the NBA. But 2007 saw a series of events--gambling referees, players brawling in the stands--that cast the league in a negative light. So they challenged us to breathe oxygen into their brand by highlighting its most positive and distinct traits. So we created a campaign that repositioned NBA basketball as the dynamic and truly amazing game that it is.
