In India's established sports landscape, where the national favorites like cricket and badminton reign, NBA reinvigorated the nascent sport of basketball across the nation. By transforming discarded fishing nets into basketball nets, the NBA not only rejuvenated abandoned courts across India in a sustainable manner but also turned these courts into epicenters of positive change.

One powerful initiative solved two challenges simultaneously. By transforming discarded fishing nets into basketball nets, the NBA helped revive India’s seas and marine habitats. And also enabled young female talents to learn and master the game of basketball—addressing barriers like insufficient encouragement and facilities.

THE UNEVEN PLAYING-FIELD IN INDIA:

Cricket stands as a beloved sport deeply ingrained in the hearts of millions across India, representing more than just a game, but rather the essence of the nation itself.

Cricket has over 2.5 billion fans globally, it ranks as the second most popular sport worldwide, with a staggering 90% of enthusiasts hailing from the Indian subcontinent alone.

Basketball on the other hand only made its debut in India in 2011 and currently holds the position of the 7th most popular sport in India, trailing behind badminton, soccer, and dancing, among others with only 10 million out of the 1.4 billion people in India playing the sport.

THE PREVAILING STIGMA AGAINST GIRLS IN SPORTS:

The gendered assumptions of femininity and masculinity often directly impact the ability of girls and women to play in India. For instance, young girls in India are often discouraged from strength- or muscle-training and athleticism as then it's said they would start looking like a man. Additionally, insufficient training, and the absence of adequate and safe facilities, hindered young women from exploring the world of basketball.

A NEED TO PROTECT INDIA'S COASTLINE:

Spanning over 7,500 kms, India’s coastline is home to some of the most diverse ecosystems in the world and is of great economic importance. It is a major source of livelihood and sustenance for millions of people who live in these coastal areas and depend on fishing, aquaculture, and tourism industries.

The NBA was determined to make a meaningful impact.

To leave a positive mark on society while spreading awareness of the basketball sport in India, and most importantly, cultivating its grassroots adoption across the country.

THE OPPORTUNITY:

India grapples with a pressing plastic pollution crisis where 80% of marine debris is composed of abandoned nets causing severe harm to ocean ecosystems.

This environmental crisis mirrored another overlooked aspect of Indian society: the neglected state of many basketball courts.

What were intended to be vibrant centers of community activity now lay dormant, with abandoned nets symbolizing lost opportunities and untapped potential, especially amongst young women who are still discouraged from initiating in sports.

As a brand that sees basketball as an inclusive sport and is always looking for ways to innovate and inspire people through basketball, the NBA's mission became clear: to bring more girls onto the courts where they belong.

"Nets for Change" is a sustainable and transformative initiative aimed at revitalizing oceans and basketball courts to ignite the love for basketball across India.

By partnering with local divers, fishermen, and experts, the NBA reclaimed discarded fishing nets from the depths of India's oceans, transforming them into basketball nets. This breathed new life into courts nationwide, transforming what were once-abandoned courts into dynamic spaces for positive change.

This experiential initiative focused on creating a dual impact. It cleaned up India's seas and safeguarded marine habitats by repurposing abandoned fishing nets. Simultaneously, it empowers young female talents to learn and master basketball, turning abandoned courts into a platform for skill development.

Through this platform, NBA shared inspiring basketball stories resonating with countless young girls across India, fostering dreams and aspirations; igniting dreams and changing lives in seas and on land.

In India, a significant portion of female talent goes unnoticed and underappreciated for three reasons:

1) There's a lack of encouragement and insufficient training, compounded by the overshadowing effect of men's predominance in the sport.

2) The absence of adequate playing facilities for women acts as a significant barrier, impeding their progress and potential in basketball. These limitations not only limit their opportunities but also hamper the overall development of the sport.

3) The lack of homegrown visible female role models that young girls can look up to and emulate.

Overcoming these key obstacles is essential to unlocking the full potential of female basketball talent in India and fostering a more inclusive and equitable sporting landscape.

THE APPROACH:

While discarded nets are currently devastating marine life in our seas, they hold the potential to revitalize abandoned courts, creating opportunities to young girls aspiring to play basketball.

REINVIGORATING ABANDONED COURTS

Creating custom headboards and basketball nets that bring new life and welcome young girls into India's previously abandoned courts.

TURNING COURTS INTO EPICENTRE OF POSITIVE CHANGE

To empower young female talents, NBA coaches organized tailored training sessions and hosted games on these revitalized courts, giving young women the opportunity to showcase skills and gain recognition. These games also educated the communities on the importance of keeping our oceans clean.

SHARING STORIES OF HOPE AND INSPIRATION

A short film was created, unpacking the journey of a young girl and her friends as they embarked on and were transformed by NBA's initiative, aiming to inspire hope among aspiring basketball players across India.

EXTENDING THE IMPACT & REACH

This initiative was featured on The Times of India, Times Now, Forbes, and ESPN, amongst others. It also organically attracted endorsement from celebrities.

AN IMPACT IN SEAS AND ON LAND

BRAND IMPACT:

NBA grew its mental foothold in India with a +52% awareness of basketball.

The brand was able to expand its fan base and foster inclusivity and diversity within the sport with a +38% interest in basketball from young girls.

The campaign resulted in 1.9million USD in earned media value, titles from our coverage include:

"A commitment both to environmental responsibility and to growing basketball." (The Times of India)

"Improves basketball infrastructure for female talent?" (Times Now)

"Slam Dunks on Marine Pollution in India." (Forbes)

COMMUNITY IMPACT:

NBA nurtured grassroots talent and fostered skill development at the grassroots level.

1050+ nets installed.

8,300+ talents trained

EXTENDED IMPACT:

The NBA is now implementing this initiative globally, starting with the Philippines, giving more neglected nets and girl talents a new life on courts across the world.