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Welcome to the end of the week edition of The Baseline!

Every Friday morning, I break down what you missed in basketball culture. 

This 3-minute read shares the latest marketing and creator insights across the industry.

Let’s jump right into it…

FAST BREAK

Here’s what you missed this week:

🦖 Kyle Lowry signed a one-day contract with the Toronto Raptors to officially retire as the greatest Raptor of all time, and the team created a Kyle Lowry museum exhibit to celebrate the moment.

🕛 Nike Basketball officially unveiled the Ja 4 as Ja Morant hit EYBL Las Vegas to make sure no one’s sleeping on Ja.

🎙️ Everyone is waiting for LeBron's Decision 3.0, and his agent Rich Paul is white-boarding his options and Bob Myers, the President of the Philadelphia 76ers, is making his pitch live on Rich's "Game Over" podcast.

🐐 Michael Jordan has signed an exclusive partnership extension with Upper Deck, making him a legacy partner since 1991, granting the company the exclusive rights to continue producing his authenticated autographed collectibles.

✨President Barack Obama just opened his state-of-the-art Obama Presidential Center in Chicago, and the WNBA is already hosting several events as part of its All-Star Weekend programming, becoming the first professional league to host events at this new venue.

🐍 Vanessa Bryant posted to Instagram Stories seven unreleased Nike Kobe colorways including concepts themed around the Philadelphia Eagles, Iron Man, and more.

🇵🇭 adidas Basketball announced the Believe That: Manila Tour for August 13-15, during which Anthony Edwards will celebrate hoops and sneaker culture in the Philippines.

👟 Puma Basketball announced the signing of Kelsey Mitchell as she and Tyrese Haliburton starred in a few spots together, welcoming her to the brand.

🏀PLYRS UNTD (formerly the NBPA) announced their NBA Summer League activation, PLYRS HOUSE, which will include immersive experiences, products, and NBA athlete moments.

💳 Chase has just become the official jersey patch sponsor of the Dallas Mavericks, entering into a multi-year partnership with the team that includes special experiences, game benefits, exclusive perks, and much more.

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THE POINT FORWARD

This is the section of our newsletter where I point out one thing worth sharing with someone in your network—whether it’s a job, a resource, or just an idea or inspiration.

Forward this to someone whose a B2B creator looking to join Sprout Social’s newest Creator Network:

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POST-GAME

Thanks for reading! Here are a few ways we can stay connected:

🤝 Partner With Me: I work with brands, athletes and creators across their brand strategy, digital media, creator programs, partnerships, and marketing growth. Interested in working together? Get in touch here.

📊 Be First: I’m building Future Blueprint Sports — the definitive discovery and intelligence platform for sports marketing and creator culture. Get early access today.

👋 Stay Connected: Enjoyed this newsletter? Share it with a friend or colleague. Also follow me on LinkedIn, Instagram, YouTube, and TikTok for more sports marketing and creator insights.

Thanks and see you next week!

- Jeff Chen | 🏀💡👨🏻‍💻