‘This Is Why We Play’ Resets The NBA’s Image & Positioning Via Multi-Phase, Multi-Year 'Hype To Heart' Brand Platform

The NBA teamed up with agency Translation on a multi-phase, integrated initiative which spanned the rights-owners brand identity, purpose and positioning to engage a broader, younger and more global fanbase by resetting the league’s image and creating work which invited people to reconnect with the game.

The project, which spanned multiple pillars and platforms – including purpose, broadcast, print, OOH and social – emerged from a brief to keep the league’s existing relationship with its established die-hard fans, but also to deepen engagements with casual fans and attract new fans who previously perceived the NBA as being all about highlights, flash, and individual style.

The Idea was to remind fans why they fell in love with basketball in the first place: by showcasing the heart and soul of the game and its players and fans.

The planning was built on the insight that basketball is a microcosm of life, and fans truly love the game because of what it teaches us about ourselves, and how it connects us to each other.

From that foundational truth, the league and Translation team built a new campaign platform called ‘This Is Why We Play’.

The Work

The multiyear, multichannel campaign that focused on revealing the shared values and emotions of the game.

The campaign celebrated not only the fans and teams, but also the memorable moments on and off the court that directly impacted culture.

The initiative launched with ‘Barrier Breakers’ which used MLK’s famous “I Have A Dream” speech to showcase how the NBA has been pushing America forward throughout its history.

From hiring the first African-American professional head coach, to the first female referee, the league has done its best to put Dr. King’s words into action.

MLKwTIWWPtag_60_2016 from Carissa Ranelycke on Vimeo.

For the 2016 draft, the team tapped into the emotional moment of reaching a significant goal, and shared stories of the unsung heroes who helped young stars achieve their dreams. After all, when we “make it,” we don’t make it alone.

This was followed by ‘Hands’ which highlighted that unforgettable feeling of meeting your hero and the lengths fans will go to preserve that memory for as long as possible.

NBA – Draft 2016 from Carissa Ranelycke on Vimeo.

NBA – Hands from Carissa Ranelycke on Vimeo.

Next up, the team commemorated the life of the beloved NBA sideline reporter Craig Sager by creating a print ad highlighting his best-known feature – those suits (https://translationllc.com/work/from-hype-to-heart).

I’m Why

As the campaign evolved, it continued to showcase the human side of basketball by highlighting a collection of stories and symbols that help shape the success of each team.

Each of these 30 stories is an example of “Why” every team is unique – revealing that behind each team there are individual people, places, and symbols that have a powerful impact, but often go unrecognized.