NBA unveils campaign to celebrate its comeback in the new normal

NBA launched the 'Whole New Game' campaign for the season restart of 2019-2020, aiming to inspire fans to re-imagine the game of basketball in the new normal.

After a long hiatus, the National Basketball Association (NBA) is back with a ‘Whole New Game’, a campaign that aims to inspire fans to reimagine the game of basketball for the rest of the 2019-2020 season. The heart of the game remains unchanged but everything else will be different.

The global campaign film opens with an empty arena pondering on the profound changes that the world has witnessed this year, reminding fans where we left off the last season and building anticipation for the restart. With no fans or the sparkling glamour in the court, the game we all love is like we have never seen before echoes through the story.

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The US only version of the film features prominent American actress, writer, and producer, Issa Rae, literally walking the fans through the Whole New Game. Translated in more than 10 languages including Chinese, French, German, Indonesian, Italian, Japanese, Polish, Portuguese (Brazil), Spanish (Spain), Spanish (Mexico) and Thai, the campaign has also been integrated throughout the NBA Campus in Orlando and will be an integral part of the comprehensive social media activation amplifying the user-generated content on NBA platforms.

Back home, to push the reach of the campaign, NBA has partnered with celebrity influencers & fans such as Ranveer Singh. Other celebrities such as Mayank Agarwal, Bhuvan Bam, and actor Rannvijay Singha have shared the campaign.

With 22 teams set up in the bubble at the ESPN Wide World of Sports Complex at Walt Disney World Resort near Orlando, Florida, the season restarts on July 31, 2020. To keep the viewing experience close to reality, the NBA has new camera angles and enhanced audio of players and coaches. With digital video boards in the stands, fans can virtually live the game experience along with an all-encompassing sound system.