The NBA will celebrate Martin Luther King Day and Black History Month with a multi-platform effort that will run through February.
On Monday’s Martin Luther King holiday, the network will air an inspirational “Dream Big” commercial spot (see below) featuring NBA Stars Chris Bosh that will run during the league’s nationally-televised games on ESPN, TNT and NBA TV, said league officials. The nationally-televised games include the New York Knicks-Brooklyn Nets (ESPN); Portland Trailblazers-Houston Rockets and Indiana Pacers-Golden State Warriors (TNT); and New Orleans Pelicans-Memphis Grizzlies (NBA TV.)
Additionally, all 20 teams playing on MLK Day will wear “Dream BIG” shooting shirts during their respective warm-ups, said the league.
The campaign will continue into Black History Month when the league unveils a special commemorative shooting shirt honoring four prominent African-Americans: Dr. King, Frederick Douglass, Harriet Tubman and Bill Russell. Players from all 30 teams will wear the limited-edition shooting shirts for select games during the month of February, said league officials.
The new campaign, intended to reach a broad African-American audience, was developed in conjunction with GlobalHue, a leading U.S. full-service agency with multicultural expertise.
