Determination / Defense

Most NBA players use music to pump themselves up or get focused before a game. Music and the NBA just seem to go really well together. In 2009 we decided to officially embrace this synergy between music and professional basketball by creating a TV campaign of ‘mashups’. This campaign uses the NBA’s exclusive library of video and audio content to create actualsongs. The vocals are the actual sound bites of players and coaches from the NBA put to a beat. The players themselves reinforce the core principles of the league – determination and defense.