Stepping Up / Unity

Jay-Z owns a portion of the New Jersey Nets. Marvin Gaye sang the greatest version of the US national anthem at the 1983 NBA all-star game. And Shaq likes to rap... well... sorta. Most NBA players use music to pump themselves up or focus before every game. Music and the NBA just seem to go really well together. We officially embraced this musical synergy and partnered with DJ Steve Porter to produce a TV campaign of ‘mashups’. These songs have celebrity singers; the vocals are actual sound bites of players and coaches from the NBA put to beats.