In India's competitive sports landscape, where the national favorite, cricket reigns supreme,NBA managed to achieve a remarkable breakthrough by capturing the attention of the national sports community with an impactful campaign initiative called "Nets for Change".

One powerful initiative that tackled two challenges simultaneously with the power of something as small as a basketball net. "Nets for Change" successfully transformed the future of the seas and that of aspiring young female basketball players in India all by repurposing discarded fishing nets from the ocean into basketball nets for India's abandoned and overlooked courts.

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.

he 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.

These once vibrant centers of community activity now lay dormant, with abandoned nets serving as a symbol of lost opportunities and untapped potential, especially amongst young women who are still discouraged from initiating in sports.

As a brand 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 beacon of hope, a sustainable initiative aimed at rejuvenating both nets and basketball courts to ignite the love for basketball across India.

By partnering with local divers, fishermen, and experts, we've reclaimed discarded fishing nets from the depths of India's oceans, transforming them into basketball nets that now adorn forgotten courts nationwide.

All to safeguard our seas and the future young women aspiring to play basketball who have been overlooked for too long.

This innovative approach has not only captured the public's attention but has also garnered support from influential figures in the national basketball community.

"Nets for Change" has provided us with a platform to share inspiring stories of dreams and aspirations within the basketball world, stories that resonate deeply with countless young girls across India.

Together, we're not just revitalizing nets and courts—we're 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:

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

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.

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.

KEY INSIGHT:

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

ACTIVATING THE IDEA ON-GROUND

We created recycled basketball nets that were installed across India's neglected basketball courts to bring new life and welcome young girls into the sport.

SPREADING THE MESSAGE ON NATIONAL AND GLOBAL MEDIUMS

Our initiative was featured on The Times of India, Times Now, Forbes, ESPN and ESPN amongst others.

ORGANIC ENDORSEMENT FROM CELEBRITIES ONLINE

Celebrities from the basketball community endorsed our initiative allowing us to reach more young girls who are aspiring to play basketball.

A FILM OF HOPE AND INSPIRATION

We created a short film that unpacked 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.

TAKING THE INITIATIVE GLOBALLY

We are now implementing this initiative across courts globally

NETS THAT DROVE IMPACT IN SEAS AND ON LAND

BRAND IMPACT:

NBA grew it's 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:

We nurtured grassroots talent and fostering skill development at the grassroots level.

1050+ nets installed.

8,300+ talents trained.

Central to the essence of this initiative are the very nets themselves, emblematic of life, hope, and boundless possibilities for both marine ecosystems and the aspirations of young girls across India.

As these nets are retrieved from the depths of the ocean and transformed into basketball nets, they undergo a metamorphosis, transcending their original purpose to become potent symbols of change and empowerment.

These repurposed nets serve as the cornerstone of the campaign, acting as catalysts for spreading its message far and wide within the community and beyond. Through their symbolic significance and tangible impact, they not only raise awareness about ocean conservation but also inspire and mobilize individuals to take action.

Moreover, as we take them to basketball courts worldwide, they serve as ambassadors of hope, fostering connections and solidarity across borders in the shared pursuit of a better future for girls in sport and our planet.