VICE Media and NBA Digital have entered into a multiyear partnership that will see VICE Sports produce original mobile and digital NBA content for fans across the globe beginning this fall.
The mobile and digital documentary series The Way We Ball, the first in a lineup of programming to be created through the partnership, will illustrate how local and personal circumstances impact the way kids around the world train, play and perform. The episodes will feature NBA players sharing the story of their home court, highlighting the local rules and conventions of the game. The Way We Ball will premiere on VICE Sports and will also appear on NBA and VICE digital channels. Featured stories will include Philadelphia 76ers center Joel Embiid and his journey from Cameroon to NBA stardom, how the basketball culture of the Greater Toronto Area impacted Denver Nuggets guard Jamal Murray, and Nuggets guard Emmanuel Mudiay’s journey through Chinese basketball culture, among others.
“The NBA has done a great job of positioning itself at the forefront of global sports, both on and off the court, and as we continue to expand our content offering in the sports space, it’s an incredibly exciting league to partner and grow with,” said VICE Sports Publisher Will Kiersky. “Exploring global youth culture and sports through the lens of NBA players will make an amazing series.”
“VICE has a unique voice and a global reach,” said Jeff Marsilio, the NBA’s VP of global media distribution. “We’ve already begun shooting and feel that this is exactly the type of content that will engage existing fans while attracting a new wave of basketball lovers.”