You can’t isolate basketball from art, fashion, music, other cultural elements — Gbemisola Abudu

Gbemisola Abudu is the National Basketball Association Africa (NBA Africa) Vice President, and Country head, NBA Nigeria. She recently spoke to select journalists about why the NBA Nigeria collaborated with Nigerian artist, Wiliams Chechet, to exhibit at this year’s Art X in Lagos and how the brand is expanding its footprint in Nigeria by promoting local pop culture using various facets of the entertainment industry. Excerpts.

What specific goals does NBA Nigeria aim to achieve through its presence at ART X Lagos, particularly regarding cultural engagement and social impact in Nigeria?

ART X serves as a unique medium and a language that resonates with youth culture. To connect with young people, art offers a universal language that transcends backgrounds. When someone engages with a piece of art, it speaks to them in a personal way, even if it affects others differently. This versatility is what makes art so compelling for us.

Our goals with this collaboration are two fold. First, we want people to engage with the NBA brand through the lens of art and see how we connect with the creative community. Second, we aim to enhance fan interaction. For example, we have a mural where fans can write about their favorite NBA moments. We take great pride in knowing that the NBA has positively impacted lives not just in Nigeria, but worldwide.

Sharing personal moments is a powerful way for fans to connect with us. Everyone has that one sports moment that brings them joy, whether they’re basketball fans or follow other sports. Our initiative allows fans to relive those experiences with us.

Throughout the season, we’re encouraging fans to share their stories. On our social media platforms, we’re inviting them to record 30- to 40-second videos discussing their favourite moments. We’ll select some of these videos to showcase on our platforms, and fans may even find themselves featured on billboards across Nigeria.

Ultimately, this initiative deepens our engagement with fans and allows the NBA to contribute to the social discourse surrounding change, highlighting Nigeria’s cultural influence in Africa.

 

Are there any other artist collaborations for this year’s Art X? Moreover, are there any other creative industry collaborations initiatives to look forward to?

For this year’s Art X, we are collaborating with just one artist, similar to our approach last year. However, this doesn’t mean that this will be our only format moving forward. As I mentioned, our strategies evolve over time.

Last year, during our inaugural participation, we didn’t collaborate with a local artist. Instead, we showcased a photographic exhibition featuring an artist known for their stunning black-and-white images of Lagos. This year, we took a more intimate approach by working closely with Williams Chechet to create a piece that reflects the NBA’s ethos.

While we’re focused on this collaboration now, we’re open to exploring different ways to engage with the art community in the future. Our primary goal this year is to highlight the incredible work of local artists, elevate their contributions, and connect with our fans through their art.

Additionally, we’ve launched the ‘NBA Meets Culture’ platform, which focuses on five cultural pillars: art, fashion, film, music, and technology. This initiative will continue to guide our collaborations across different creative fields.

 

How will the Breaking Barriers installation resonate with Art X Lagos audiences and what values does it embody?

The theme of this year’s Art X resonates deeply with the idea of social change. It is important to recognise that change doesn’t occur in isolation; everyone has a role to play in that process.

This message is reflected in the work we are showcasing. Basketball, for example, serves as a powerful metaphor for life. To succeed, players must practise diligently to hone their skills before stepping onto the court. However, no player can win a championship alone; it truly takes a community.

Each player has a specific role on the team—there cannot be too many centre or point guards. Understanding and embracing these roles is essential for facilitating change and contributing to community development. This concept is illustrated by the mural we discussed, which features different hands lifting a basketball. It symbolises the idea that no single hand can lift the ball alone; it requires collaboration.

Through this art, we aim to provide an opportunity for people not only to appreciate William’s work but also to become a part of it.

 

Why is it important for NBA Africa to participate in cultural events like Art X Lagos? And how does it align with the league’s brother mission in Africa?

It’s essential to understand that the NBA is fundamentally intertwined with culture. You can’t view the NBA in isolation from art, fashion, music, and other cultural elements. The influence of NBA and WNBA players extends into film and beyond, making their impact truly remarkable.

To fully embody what our brand represents in Nigeria, we must actively engage with culture, which is a core aspect of the NBA’s identity. In Africa, the NBA’s mission is to inspire and connect people around the world.

Through our cultural initiatives, particularly in art, we’re bringing people together to collaborate and participate in meaningful conversations. This engagement is vital for us as we contribute to the cultural dialogue in Nigeria and across Africa. It’s all about fostering connections and creating a sense of community on a global scale.

 

How does NBA Nigeria view its role in promoting African artists and creatives on a global scale? And what are the future plans to support local talent?

Our focus is on supporting local talent, and it’s crucial to emphasise that every initiative the NBA undertakes in Africa, particularly in Nigeria, aims to provide individuals with the opportunity to associate with the NBA brand and elevate their work on a global stage.

For instance, consider Dennis Osadebe, the artist we collaborated with last year. His figurines were featured at the All-Star event, allowing people from around the world to experience his art. This exposure attracted interest from galleries globally, thanks to our press releases and promotional videos. We are intentional about telling the African story through the lens of basketball, showcasing the incredible talent our continent has to offer.

We accomplished this last year, and we’re continuing the effort with William’s work as well. I expect his art will receive significant exposure through our partnership with the NBA. When you engage with a respected brand like the NBA—recognised as one of the top sports brands globally—there’s an inherent credibility that comes with it. People pay attention because they trust that we have a thorough vetting process for selecting the individuals we work with. This association automatically enhances the visibility and impact of the work we showcase.

As I mentioned earlier, basketball is at the core of our identity. This includes our commitment to grassroots development. While culture is also integral to who we are, it complements rather than detracts from our primary mission: to promote and grow basketball in Nigeria.

We are dedicated to increasing interest in basketball throughout the country, and a significant part of our efforts focuses on grassroots initiatives. For the past 10 years, we have been running Junior NBA and Junior WNBA clinics and programs in cities like Lagos and Abuja. We’ve actively engaged with over 42 schools in Abuja during this time and have also implemented programs in Enugu and Port Harcourt. Our goal is to expand our grassroots efforts across all geopolitical zones in Nigeria.

In July 2024, we launched the Elite Camp, designed for Nigerian children who excel in basketball. This camp provides an opportunity for talented kids, particularly those who have been playing for years. We plan to host these Elite Camps quarterly. In our first session in July, we welcomed 24 boys and 24 girls, with the exact number possibly being slightly higher. I’m proud to report that two participants from this camp have been selected to join the NBA Academy in Senegal.

Our focus is on enhancing the basketball ecosystem in Nigeria, with grassroots development at the forefront. We aim to ensure that our programs are accessible across the country, moving beyond just Lagos and Abuja to reach all regions. Our commitment is to democratise access to basketball and the NBA in Nigeria.

 

Is this year’s edition going to be an exhibition or would the artist be doing live painting?

As we mentioned, this is an exhibition, and I encourage everyone to follow our social media channels for more insights and to see how people are engaging with the artwork. I highly recommend following NBA Nigeria on Instagram and our other platforms to get a closer look at the pieces.

While the exhibition features static works of art, we also have an interactive component. Visitors are invited to take a sticker, write down their favourite NBA moment, and contribute to the story being told through the exhibition.

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