NBA: More Than A Sport

The National Basketball League (NBA) is one of the most influential leagues in the world, affecting culture, fashion, music, politics, communities and even global societies. This is a deep dive into its history and the influences it has had on the modern game.

(Image credit to Basketball Forever)

Historical foundations

The founding of the NBA in 1949 wasn’t as smooth as expected. The integration of African-American players was seen as controversial at the time and the sport struggled in popularity against the MLB and NFL.

As the popularity of TV rose in the 70s and 80s, so did the popularity of the NBA. With an analysis made on audiences, the marketing around the league shifted to being player-based, promoting a stronger fanbase. The Magic Johnson vs. Larry Bird rivalry rejuvenated the game and captivated audiences nationwide.

In the 90s and 2000s, the NBA saw the beginning of a global phenomenon. Michael Jordan became the face of basketball and international stardom with the release of Air Jordan’s redefined athlete branding, Space Jam global tours and the Olympic “Dream Team” (1992) skyrocketed the NBA’s reputation and popularity. Cable TV and early internet forums allowed for global fanbases to grow and interact. Shaquille O’Neal and Kobe Bryant started the era of superstar partnerships and were the catalyst for marketable dynasties.

Cultural powerhouse

Fashion influences

The introduction of Jordon’s brand and the later signature lines of other players led to the growing popularity of sneakers and streetwear culture, ingraining the NBA deeply into the growing fashion trends of the 2000s and many decades following. The fashion of the tunnel became an opportunity to redefine athlete fashion, with players such as Russell Westbrook, Shai Gilgeous-Alexander and Kyle Kuzma blending luxury with streetwear and creating an engaging and influential style that was carried throughout all pop culture avenues, within and outside of sports.

Music and entertainment 

The evolution of Hip-hop and the NBA was a joint growth that drew audiences from all groups. Rappers such as Drake, J. Cole and Travis Scott became court ambassadors, blending hip-hop audiences with the growing fan base of the NBA. Many players expanded into different industries, such as LeBron James featuring in films and documentaries, Shaquille O’Neal’s rap albums and TV career and Damian Lillard (Dame D.O.L.L.A)’s career as a hip-hop artist, which engaged fans in many industries of pop culture.

Social identity

As early as the 1960s, players such as Bill Russell and Kareem Abdul-Jabbar advocated for civil rights. In the early 2010s, many players spoke out to encourage athlete activism at the ESPYs. In the 2020 bubble season, many jerseys featured social justice messages, courts were painted with “Black Lives Matter” and players like Jaylen Brown participated in protests.

Community connections

Streetball culture has shaped the NBA’s flair and creativity. NBA Cares initiatives to support education, youth programs and community engagement have also strengthened the connection between players and fans in the league and the way that the NBA supports local communities.

Today's NBA

The game that we see today is exceptionally quick and ever-evolving, with the revolutionising of shooting tactics by Stephen Curry, the push towards 3-pointers and layups, Luka Dončić’s euro-style pace and step-back shooting have all changed the game and have introduced international plays, once again, growing the audience of the league. 

Many players have established their own brands and foundations, changing how teams operate, negotiate and market. Kevin Durant and Kyrie Irving have redefined free agency control through their moves in the industry and the changes they’ve made in their careers.

The league is also now broadcasted in more than 200 countries, expanding the ever-growing fan base. The league’s biggest stars now include players from Greece, Slovenia, Canada and Serbia, highlighting the growth in players within the league and how it garners fans globally. 

Social media has also had an immeasurable impact on the NBA, by highlighting player personalities and rivalries, curating real and authentic stories through documentaries and podcasts, and popularising viral short-form media in order to shape the global perception of the NBA.

Future impacts

The evolving roles of athletes as influencers, entrepreneurs and social leaders is paving the way for yet another evolution in the NBA, with the growth of international agencies, the continued expansion into Africa and the Middle East, and the increasing presence of technology (VR, AI analytics and video games) the NBA is offering endless opportunities for growth, both for future players and future fans.

The impact of the NBA on global culture is immeasurable and far beyond what words can describe. The cultural, historical and global changes are a powerful reflection of a wider society, and it will continue to evolve not just as a league, but also as a global movement.

Article written by Milla Sinfield