N.B.A. honors Martin Luther King Jr. with shooting shirts
The National Basketball Association, N.B.A.,is a very multicultural organization being that basketball is played and watched by people of all ages and races. The N.B.A. makes an effort to acknowledge and honor all of the different cultures on their prospective holidays such as Hispanic Heritage Month and Chinese New Year, Black History Month is no different. The N.B.A celebrates Black History Month as a whole through things such as commercial/ media campaigns and t-shirt memorabilia. Black History Month is also acknowledged by pro N.B.A. teams individually. Pro N.B.A. teams celebrate African American culture by drawing public attention to average African Americans doing great things for their communities as well as moguls who have paved the way for future generations.
Chris Bosh encourages all of us to Dream Big. The NBA celebrates Martin Luther King Day and Black History Month and honors those who have dared to Dream Big.
“The N.B.A. celebrated Black History Month last year by launching their “Dream BIG” campaign on Dr. Martin Luther King Jr. Day (B.E.T).” On January 16th, 2014 the N.B.A announced a new campaign to be debuted on Martin Luther King Jr. Day. The new program cultivated in collaboration with Global Hue, an agency with expertise in many different cultures around the world, intended to reach out to the N.B.A’s African American audience through media partnerships, educational enrichment programs, and events intended to celebrate African Americans culture (NBA). The “Dream BIG” initiative was kicked off during four nationally viewed games that aired on stations such as ESPN, MSG, TNT, and NBA TV. The campaign began with an inspiring ad featuring African Americans following their dreams through many different career paths and continued with interviews featuring encouraging and uplifting comments from pro N.B.A. players. On this day players on every team wore “Dream BIG” shirts, to show their support for the initiative, during warm ups. The N.B.A. also debuted a commemorative warm up shirt honoring Dr. King, Frederick Douglass, Harriet Tubman, and Bill Russel, to be worn during select games during the month of February. The campaign continued all month and was backed by efforts of individual pro N.B.A. teams such as the Washington Wizards.
Black History Month Spotlight Washington Wizards
Black History Month is not only celebrated by the N.B.A. as a whole through campaigns such as “Dream BIG”, but it is also recognized and celebrated by individual pro N.B.A. teams in unique and innovative ways. The Washington Wizards organizations used their platform in order to bring to center stage African Americans who are not famous, but who are working to better their communities in initiatives supported by the Monumental Sport and Entertainment Foundation. The five initiative supported by the Monumental Sport and Entertainment Foundation include hunger and homelessness, military personnel and veterans, education, youth basketball, and health and fitness. “Amtrak and the Washington Wizards are proud to honor the great and countless contributions of African Americans. In addition to events through out the community, the wizards will spotlight and honor various African Americans making a positive difference in their communities (NBA).” Throughout the month of February the Washington Wizards people who have made a prominent impact on their community such as Phyllis Randall and Benjamin Williams. Players of the Washington Wizards also dressed and posed to imitate well known African Americans who have broken barriers and set precedents for future generations to come (Huffington Post). Players such as Jared Dudley honored Barack Obama for being the first African American to hold the position of the President of the United States. While others such as John Wall, Drew Gooden II, and Alan Anderson honored the rap group Run D.M.C. for changing the sound and style of hip-hop music and culture (Washington Post).
Amtrak and the Washington Wizards salute Eloise Greenfield with the Pioneer Award in honor of Black History Month. Greenfield’s mission as an author is to provide young people of color with stories that reflect both the beauty and accomplishments of the African American Community.
It is important for large and influential organizations such as the N.B.A to celebrate and acknowledge holidays such as Black History Month and other culturally motivated holidays in order to promote unity between not only viewers but players and league personnel as well. Positive images and uplifting comments about African Americans during Black History Month help to change the way African Americans are portrayed in the media, helping to stop the passing down of old and outdated prejudices. The N.B.A not only acknowledges the Black History Month it is celebrated by the players as well as the corporate division of the company.
References
http://www.nba.com/2014/news/01/17/nba-dream-big-mlk-day-black-history/
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