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Welcome to this week’s edition of The Baseline!

Let’s jump right into your weekly blueprint for basketball culture…

As usual, we’re breaking down the blueprint for basketball culture: brand insights, marketing strategy, creator tools, and business resources.

Let’s dive right into it…

MARKETING DECODED

Let’s decode the secret Mamba Mentality meaning in Nike’s newest Kobe spot.

In fact, this 19-second Phoenix Imports video is genius storytelling.

But most people are missing the complex hidden layers behind it.

Filming at the actual Phoenix Imports store in LA’s Chinatown isn’t random.

This tiny detail tells a lifetime of stories connecting Kobe’s Mamba Mentality to his hatred towards Phoenix.

In case you don’t remember, It’s one of redemption, rivalry, and revenge.

Let me break down Kobe Bryants’s history with Phoenix:

First, the Suns wanted to draft Kobe in 96, but were too late at #15.

Then, Phil Jackson tried to trade Kobe to Phoenix, describing their rocky relationship as “psychological warfare”.

Also don’t forget, the Suns humiliated Kobe in back-to-back first-round playoff exits.

To make matters worse, Steve Nash won back-to-back MVPs over Kobe.

But in 2010, Kobe finally got his revenge, defeating Phoenix and was quoted:

“I don’t like Phoenix, plain and simple. I. Will. Not. Forget. That.”

And in Nike’s “Year of the Mamba” spot, the Swoosh captures this brilliance perfectly without spelling out for us.

And here’s the best part:

The 2025 Chinese Zodiac symbolizes wisdom, transformation, and renewal—mirroring Kobe’s journey of fighting through hard years and emerging victorious.

This is how Nike takes one small detail and turns it into inspiration for millions of fans to embrace the hardest year ever.

FREE THROWS

Sharing the tools and resources that I’m using this week:

🤖 Lovable - Meet your superhuman full-stack engineer who can turn your idea into an app in seconds.

💡 How To Brainstorm Better Ideas - Colin and Samir share a great breakdown on how to brainstorm high-performing content ideas.

❎ Twitter/X Growth Hack - Use this proven strategy to help your brand go viral on X with its Verified Organizations feature.

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FAST BREAK

Here’s what you missed this week:

🐐 In an exclusive conversation with TIME, Diana Taurasi reveals publicly for the first time that she’s retiring from basketball, who played all 20 of her WNBA seasons for the Mercury.

7️⃣7️⃣ Jordan Brand released an iconic new social spot before Luka's first game against the Mavericks and extended the entire campaign to the arena, including free parking courtesy of Luka.

🦉 In response to Devin Booker's public support for keeping Hooters open despite its bankruptcy filing, DoorDash is stepping up by offering him free wings from Book’s favorite restaurant.

🎊 A’ja Wilson was one of three global cover stars for TIME’s 2025 Women of The Year list, celebrating trailblazers pushing for a more equal future.

📲 Adrian Wojnarowski has partnered with Daps to auction off his original iPhones that broke NBA trade 💣, his NBA Draft credentials, a dinner with him, and more to help support St. Bonaventure NIL.

👟 Jaylen Brown unveiled the new "White Noise" colorway of his 741 Performance sneaker at an event held at the Museum of Science in Boston, which also featured ASAP Ferg and Bill Nye the Science Guy.

🏀 Cleveland is reportedset to become home to the WNBA’s 16th franchise and is expected to join the league for the 2028 season playing at Rocket Mortgage Fieldhouse.

🔮 ANTA and Kyrie Irving revealed the official first look at the ANTA Kai 2 “Artist On Court” sneaker.

💸 James Harden is one of a few NBA players supporting NIL Collectives at their alma mater schools to help their programs compete in today’s evolving college basketball landscape.

💰 The projected 2025 #1 NBA Draft pick, Cooper Flagg, might return to Duke because his NIL earnings potential could outweigh his potential rookie contract.

POST-GAME

Thanks for reading this week!

If you have any questions or ideas—just shoot me a quick email and let’s chat!

- Jeff Chen | 🏀💡👨🏻‍💻

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