A new video released today (Monday March 9) by the NBA takes viewers back to its sporting roots by merging fashion, lifestyle and sport like no other sports brand in the world.

The video depicts urbanites from East London coming together for a game of pick-up basketball wearing a selection of new NBA merchandise. Sam Asfahani, NBA Global Merchandising EMEA said: “The new ’Alice in East London’ video showcases the urban lifestyle that is associated with the league. The video illustrates the heritage of the NBA – fashion, culture, urbanity and sport mix. We’re taking the NBA back to where people actually play basketball – the streets and the playgrounds in urban areas in cities across Europe such as London, Paris or Berlin.”

In the video, the lead role, Alice, brings together her teammates from across East London, showcasing their stylish men’s and women’s off-court NBA apparel, in an underground urban setting. The sports brand’s apparel is often seen worn by a host of celebrities, influencers and sports stars across the globe, symbolising the impact this lifestyle sports brand and it’s major players are having on the fashion scene and the modern world. Asfahani added: “Alice has been created to symbolise the urban roots of the NBA. The video showcases our wide range of on-court and off-court apparel and the true unisex nature of our products.”

The video was shot in East London by James Gardner.  

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