“We talk a lot about the NBA family, how do we bring that NBA family to life and welcome our fans to that family? There couldn’t be a better place on earth than a place where legends, current players, and future players can hang out together. ”- Kate Jhaveri, NBA Marketing Director
Julius Irving, Larry Bird, Magic Johnson, Kareem Abdul-Jabbar, Oscar Robinson, Kevin Durant, LeBron James are just a few of the names that appear on New Lane. NBA Marketing Director Kate Jhaveri wanted to capture a moment in history that fused the NBA family with its global fans. The legend-filled film was created courtesy of the creative advertising agency Translation and directed by Rick Famuyiw. The video includes references that resonate with NBA fans such as “Glove,” Gary Payton’s signature, Mutombo’s famous finger move, and Kareem teaching Dirk how to perfect his patented hook. What was amazing was the ability to capture over seven decades of history in a 3 minute video. An ode to the seventh anniversary has just begun.