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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:

⛓️ The NBA on Prime Playmaker chain is going viral after Tyrese Maxey, Stephen Curry, Deni Avdija and LaMelo Ball got theirs.

🟢 Jaylen Brown launched a new campaign for his 741 Performance Green Electron and Pink Proton sneaker release.

🎙️ Kenny Beecham and his Enjoy Bball crew are partnering with the NBPA on a new show, "State of the Game," that breaks down the biggest conversations in basketball today, with episode 1 being sponsored by Stratusphere Gin.

📊 The NBA experienced its most viewed regular season in 24 years, with 170 million people watching across its network partners, as the league heads into the playoffs with some highly competitive play-in matchups and athlete storylines.

🗽 The New York Knicks are preparing for the NBA Playoffs with a series of collaborations including a Giorgio Armani x KITH apparel collection and SLAM x DoorDash partnership activation.

👟 Tyrese Maxey debuted his first signature shoe, the New Balance Maxey v1, during the 76ers' play-in game.

💰 The WNBPA and JPMorganChase announced a multiyear partnership to expand financial resources and education for WNBA players across the league.

🌍 MADE Hoops and FIBA announced a new partnership to launch the first-ever MADE Hoops Global Games, a middle school basketball championship played with FIBA rules in Springfield, MA, on June 12-14.

👕 VJ Edgecomb and Tyrese Maxey teamed up for a VJ Maxx styled by TJ Maxx collaboration, showcasing their best outfits from the fashion retailer.

✍️ Reebok Basketball signed Lauren Betts, the UCLA women's basketball star and #4 overall draft pick, to the Washington Mystics.

© Sports marketing creator Chad Howell breaks down every NBA team’s mantra as we head into the 2026 NBA Playoffs.

🌴 Jordan Brand signed Jason Crowe Jr., a top-ranked high school basketball recruit from Los Angeles who has committed to Missouri.

🚌 Nike Basketball, N7 and the Hoop Bus brought basketball programming directly to Indigenous youth during Final Four weekend in Phoenix, Arizona.

🏆 Gatorade announced its High School Player of the Year across sports, including Olivia Vukosa and Jordan Smith Jr. in girls and boys basketball.

Women-led adventures that make a difference

Peru, Bhutan and Cambodia. That’s where Intrepid, the world’s largest adventure travel company, has launched three new Women’s Expeditions.

These small-group trips are designed exclusively for women, creating space to connect, explore and support local women-led businesses along the way.

Trek the lesser-known Chinchero to Urquillos route in the Peruvian Andes with an all-female crew. Discover Cambodia’s street food scene on a women-run tuk tuk tour. Unwind with a traditional herbal hot stone bath at a women-owned farmhouse in Bhutan.

Every trip is led by an expert female guide and built around meaningful, immersive experiences.

Explore Women’s Expeditions

THE POINT FORWARD

This is the new 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 looking for their next business idea but doesn’t want to start from the beginning:

Bestselling author, serial entrepreneur, and private equity veteran Codie Sanchez has just raised $5 million for BizScout, her marketplace that helps people buy and sell small businesses.

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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 | 🏀💡👨🏻‍💻