NBA Cares Brand Storytelling

NBA Cares: Defined by Values

About NBA Cares

NBA Cares is passionate about impacting our communities in ways that leave a lasting impact. Just as our league follows guiding principles for success, we hold ourselves to the highest standard in executing our mission of using the power of sports to connect people from all walks of life. The NBA’s core values of teamwork, respect, determination and community inform our programs and drive us to create change.


Programs such as Jr. NBA camps and NBA FIT curriculum embody teamwork, encouraging participants to discover the power of working together and embracing the true meaning of teamwork in our daily lives.


NBA Green and the league’s partnership with GLAAD Spirit Day and Trans Day of Visibility work to educate our NBA family and fans on critical issues, fostering respect for our environment, our communities and ourselves.


Hoops for Troops, our program dedicated to honoring our military and military families, exemplifies the power of determination in action. This program provides once-in-a-lifetime opportunities for all those involved in and impacted by this multifaceted initiative.


NBA Cares is committed to being an active part of the communities that are home to NBA teams. Programs such as the Miami Heat Beach Cleanup and Thanksgiving outreach events allow players, coaches and employees to connect with the community in meaningful ways. NBA All-Stars and Alumni have the opportunity to connect with host-city communities during All-Star Weekend outreach events. This year, the NBA Cares Legacy Project helped refurbish a Salt Lake City elementary school’s gym and STEM facilities, capped off by a visit from current and former NBA players.

Living Our Values

NBA Cares is proud to recognize the heroes in our league – those who are championing change through causes that hold personal importance to them and their families. Through the NBA Cares Community Assist Award, we are thrilled to honor outstanding players and their efforts in promoting the NBA’s core values through their service.

Campaign Materials

Campaign design elements were inspired by the values that define NBA Cares initiatives and the ways that they are carried out through community service events. The materials aim to increase awareness of these values and demonstrate the ways that NBA Cares programming applies them in every initiative undertaken.

Values Billboard

Values Arena Cup for use in all 29 NBA Arenas
Values Magazine Ad

Instagram Ads

During Veterans Day weekend, the @Pacers honored Veterans at center-court during the Hoops for Troops pregame ceremony. We’re proud to celebrate our Veterans at games across the league all weekend long.

Happy Earth Day! We’re celebrating by looking back at some of our favorite NBA Green events through the years, promoting sustainability and environmental justice.

NBA players, alumni and staff attended the dedication of the new NBA Cares Learn and Play Center at Lincoln Elementary during NBA Cares x NBA All-Star Weekend programming in Salt Lake City! The new facility includes upgraded STEM classrooms and a refurbished basketball court.

We’re excited to celebrate our January Community Assist Award winner, Alex Caruso! Alex’s work in the Chicago community helps fight food insecurity and impacts youth with positive experiences. Congrats, @acfresh21!

DISCLAIMER: Content created for an academic project – not on behalf of the brand.