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Basketball’s Bigger Than Ever
2023 had many viral moments in the game of basketball. LeBron passed Kareem to become the NBA’s all-time scoring leader, New Gen-Z players made a stance in the Euroleague, NBA and WNBA, and Basketball Fashion took another leap with Lamelo’s Puma kicks embodying virality. Kyrie Irving got dropped by Nike and then got a job as a creative director at Anta. 2023 was a wild and crazy year for basketball culture. 2024 will be even crazier. Here are our biggest trends for 2024.
1. Tech and AI Already Changing Basketball
AI, live game tracking and advanced analytics have been in the pipework for many years but it's finally here and starting to find the in-game nuances that are impossible to capture in a stat sheet. This tech will allow scouts to identify and monitor many more players at the click of a button. This advanced data analysis would be a godsend for players and coaches to find holes in their player's game.
NBA Embracing Innovation with Wilson & the 3D-Printed Basketball
“We are so proud to unveil Wilson’s 3D Airless Prototype basketball as a physical manifestation of our continued commitment to sport innovation,” said Kevin Murphy, General Manager, Team Sports at Wilson.
This innovation will arguably be the biggest in the history of the sport. The ball was previously changed aesthetically but not how the ball functions. This ball will have a massive awareness and adoption campaign out soon. Adding automation to the supply chain whilst simplifying manufacturing and decreasing raw material costs makes more room for marketing to get more people playing with airless basketballs.
NBA Partnering With Microsoft By Leveraging AI & Digital Infrastructure
“In the NBA, we’ve seen the three-point shot rise in prominence as the midrange jumper is frowned upon. Why? Because teams have a better understanding of the value of each shot on the floor,” Powers says. “The NBA has taken it a step further by using video to track the exact spot every pass and shot is taken. Coaches and players can more specifically identify their strengths and weaknesses, and this dictates how offenses run and defenses defend. AI uses this data to recommend specific player matchups and tactics.”
This insight allows NBA teams to evaluate players beyond the stat sheets and dive deeper into the player as a whole. Once this tech becomes commercially available to everyday consumers this will drastically change player development and coaching.
It feels like this AI trainer D2C (Direct to Consumer) will start appearing in the following years. This high-level data-powered AI combined with portable devices will allow this to thrive as the technology platform already exists.
VR Workouts By NBA Trainers In Your Living Room
I predict that basketball will have virtual trainers just like the fitness industry. There will be virtual basketball trainers that will allow players to perfect their moves based on real-time data. An example would be virtual trainers that can guide you through reading pick and roll options inside a simulated basketball environment. You could visualise and practice shooting with feedback.
Many studies prove that the line between imagined and reality is blurred for our bodies. Virtual training will give players a mental edge over their competitors by getting more virtual training to enhance real performance. Brain training and visualisation will drastically impact the teaching and understanding of the game.
Linking these virtual trainers with elite coaching will be a game changer. The VR infrastructure already exists with Meta Oculus being a prime example. Advanced AI microchips are now in the latest flagship phones allowing for our mobile phones to be a perfect host for this trainer. It will be interesting to see the rollout of this technology and how it will look and perform.
Basketball Tech Innovations
- NBA & Wilson's 3D-Printed Basketball
- NBA 2K24 ProPLAY Technology
- Virtual Basketball Training & Coaching
- Wearable Performance Trackers
- AI Performance Tracking and Analysis
- Biomechanical Analysis
- Recovery Medical Devices
Predictions: Tech and AI Already Changing Basketball
The game is already riddled with tech and the basketball specific applications are countless. There are going to be early adopters before this behaviour change reaches the masses. Basketball clubs and brands should start using AI, VR, AR and any other emerging tech to experiment in the following areas.
- Better Connection With Fans Online & Offline
- Making A Better Basketball Product
- Automating Repetitive Tasks
- Training, Development and Coaching
- Injury Recovery
- Marketing & Sales
2. U.K.’s Hoops Scene Joining The Global Stage
What we are seeing now is superstars growing from the dust of investment in British basketball. Although we have been underserved, the community is resilient and tough despite the lack of financial investment and court infrastructure. The underpaid coaches and kids practicing in unmaintained outdoor courts is the reality for most but yet In the U.K. basketball culture is contagious for many young and older people. More professional basketball players are coming out of the U.K. year by year and making an impact on all the biggest leagues across the world. Our fashion scene, actors and music are known globally. Is U.K. basketball next?
Jeremy Sochan: The Face of UK Basketball
Jeremy Sochan has become a hero for the youth in the U.K. to look up to. Which brand will serve this audience?
Inspiration is one of the hardest emotions to create. Sochan embodies that for hundreds of thousands of people. His personal brand is strong and is positioned next to Wembenyama. With media attention and advertising spend, Jeremey Sochan could be an iconic figure beyond basketball.
Arena Runway Hits The UK
Arif Sempala is dominating the U.K. fashion scene with arena runway walks in outfits that continue to push the culture beyond basketball. Although London is one of the fashion capitals, It's only been the last few years that the basketball culture has hit the mainstream with NBA collaborations with Primark and Jordans flooding the streets.
Ovie Soko’s success as a respected model and fashion icon has been the turning point needed for the basketball culture in England. Kofi Josephs is another athlete who has transcended basketball to a growing fashion icon. These fashion trendsetters in the U.K. are having a global impact on fashion + lifestyle trends.
Walk down any street in the U.K. and you will see people wearing Jordans 1 & 4's. Over here they weren't made popular by Jordan but instead by U.K. Rap stars like AJ Tracey and Santan Dave and the United States cultural influence
Independent Media Space Is Here
Sam Neter has been key in the UK hoop scene and helped countless hoopers get awareness. Sam's creative agency Cut The Net has already worked with some of the biggest brands in the space such as Nike, Jordan Brand and Footlocker to name a few. His coverage on hoopsfix has been featured by ESPN, NBA, Overtime and Sky. His work is manifested in the all-star classic that his brand delivers. It brings the best in young talent from the UK into a building and celebrates grassroots basketball in the UK.
He started Cut The Net which is a creative agency focused on the basketball community. This work is sorely needed for the U.K. audience due to the unique challenges we face in the media landscape. Often seen at BBL and EABL games, Sam Neter is a crucial part of giving coverage to U.K. basketball players to advance their careers. His focus on digital media has put him in a unique position to navigate the player, league, brand and reach of the basketball community. Sam has used this network to create player pathway connections, empower grassroots basketball and create summer events for the community.
BBL Acquisition and Strategic Blueprint of the London Lions
As a member of the British hoop community and a marketer it’s clear that the UK basketball scene is an upcoming hoop scene ready to show the world what we’re about.
The 777 investment into buying the BBL and the London Lions was a massive jolt alongside bringing in elite UK GB talent like Luke Nelson, Mo Soluade and Kareem Queeley to pair with former NBA player Sam Dekker who won MVP last year and recently David Nwaba. The Lioness continue to be dominant and competing amongst the best in Europe. The Lions are executing the strategy blueprint for the rest of the league to follow.
The New Marketing & Community Strategy
They doubled down on their entire digital marketing strategy including multi-channel paid media campaigns, out-of-home advertising, organic content and influencer campaigns at their events and UGC (User Generated Content). Lions focused on grassroots and a perfect example is their collaboration with Half Decent Day. A brand built from the basketball community in London at the newly renovated Blue Cage Basketball Court which features Half Decent Day branding.
This type of collaboration brings the community together and drives more people to watch, play and buy basketball. Further immersing themselves into the basketball scene.
The Royal Guard Pushing Dunking Culture
Joel Henry or as he is known to his followers on Instagram, The Royal Guard is at the forefront of U.K. basketball culture. He has cemented himself as one of the best dunkers on the planet and put the UK on the map by bringing GB a silver medal at the FIBA 3×3 World Championships. His stardom was birthed from a pro playing career in the British Basketball league. His rise has proven that the UK culture can support and nurture talent beyond professional basketball. We need stars and culture shifters who cross industries and become household names.
His dunking ability has taken him around the world as he has performed in front of thousands of fans but you can also watch videos of him inspiring kids at London’s basketball courts with his video game dunks.
NBA 2k Breakthrough
In 2023 The Royal Guard jumped over the competition by being cemented by the gaming juggernaut NBA 2K. His dunking ability and visuals are perfectly captured just like he captured the attention of his nation.
When brands can inspire a community, those feelings turn into loyalty and create mini ambassadors for your brand. This move by 2K sparked a connection with the UK at a time of immense growth.
Hoopspace Is A Force In The UK
Started by Joel Ufele, Hoopspace in a short year has already become a media hub for the London basketball talent. The brand is putting the London basketball scene on the map with insane plays at the FREE hooping sessions in the community.
The Hooopspace brand has already collaborated with some of the biggest brands in the basketball world such as Nike, Jordan, Footlocker, NBA 2K amongst others.
The Hoopspace content on socials captures the essence of grassroots. A mix if toughness, inspiration and go-getter mentality. Their runs are producing highlights going viral globally and in essence being a sorely needed platform for young talented basketball players in London.
Insights: U.K.’s Hoops Scene Joining The Global Stage
Look for these local basketball fashion stars to expand their influence and followers in the community whilst brands continue to scramble for these multi-talented individuals. In 2024 look for global companies to continue to work with multi-talented hoopers who are pushing the culture on and off the floor. An example of this would be the London Lions, Under Armour, Nike and Jordan who have all used local homegrown talent to tell the story of the areas they are targeting.
Representation matters and it has a powerful emotional connection to a brand due to the location, visual trends, local players and local language. This has been an ongoing trend for some years but look for hyper-localisation with major cities.
I predict a U.K. basketball fashion brand to hit the global stage. This explosion onto the scene is similar to how the U.K. now exports megastars in the music, acting and football to the world and in each area we find individuals delivering U.K.'s unique fashion sense.
The rumours of London having a EuroLeague club have been spoken about for years. Will we see any news in 2024? Imagine the impact if it happened!
Bottom line is global advertising budgets will start taking UK basketball seriously.
3. The WNBA’s Beauty Rebrand
We are all witnesses to what happening in women's basketball. The excitement and swag added to the culture from the women’s game across the world is being heavily noted and appreciated and manifested in viewership numbers. We all saw the 6’2 highschooler dunking like a grown man. The game is in good hands and the Gen-Z is already making waves in the WNBA adding a feminine flair to trash talk, celebrations and all other aspects of the game. Brands have taken notice and we have seen several cross collaborations with both the mens and women’s leagues to take advantage of this repositioning.
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