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Exciting news to start this week’s edition of The Baseline!

I’ve recently become an official creator with the NBA, developing an entire series of athlete-driven storytelling content to celebrate the NBA Finals.

Check out some of the videos already posted on @NBA social channels and follow me to watch the rest of our rollout!

Now, let’s jump right into your weekly blueprint for basketball culture…

MARKETING BLUEPRINT

In the middle of the NBA Finals, retired basketball players are going viral without even touching an NBA court.

Because this new wave of 1-vs-1 basketball feels more like a reality TV experience.

Which is exactly why The Next Chapter format works because it’s pure chaos, competition and unscripted cameras.

These moments provide fans with a raw, unfiltered, and pay-per-view boxing-like experience.

This mix of high stakes entertainment and trash talking rivals creates a winning content formula.

From Lance Stephenson vs. Michael Beasley to Patrick Beverley vs. Brandon Jennings, every 1-vs-1 conversation instantly dominates social feeds.

This has now become a playbook for players, podcasts, and sponsors to monetize and entertain their audiences.

The real game isn't just basketball anymore; it's about creating the most watchable content on the internet.

^{Side note - shout out to the TNC and Wasserman teams, with whom I played a small role in partnering to bring this massive TNC02: Lance Stephenson vs. Michael Beasley production to life. I can’t wait for the next chapter, no pun intended.}

FREE THROWS

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

📹 Veo 3 - Google’s latest AI video generation model is designed to empower filmmakers and storytellers easily. The quality is hyper-real, and my editor has even started incorporating it into my social content.

📧 OffBall - Your daily newsletter covering all things sports and culture.

💻 The Way of Code - An interactive 81-chapter digital book breaking down the timeless art of Vibe Coding, an unexpected collaboration between Anthropic and Rick Rubin.

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FAST BREAK

Here’s what you missed this week:

👟 PUMA Hoops debuted the Hali 1 for Game 1 of the NBA Finals, and Tyrese Haliburton delivered a game-winner, crediting the shoes for his “secret sauce” during the press conference.

💰 Fanatics Fest is hosting a "Museum of Greatness" exhibit that showcases over $200 million in rare sports collectibles and cards from the likes of Michael Jordan, Kobe Bryant, and LeBron James. (Let me know if anyone reading this will be at Fanatics Fest, I'll be there with one of my brand partners!)

🤳 Carmelo Anthony and his son, Kiyan Anthony, partnered with Instagram for their new video series, "Close Friends."

✨ Adam Silver confirmed that the format for the 2026 NBA All-Star Game will be Team USA versus Team World for the first time.

🅿️ The Indiana Pacers renamed streets around Gainbridge Fieldhouse after players before hosting the NBA Finals, a move similar to what the New York City did to celebrate the New York Knicks' second-round victory.

📺 Peacock confirmed a second season for JuJu Watkins' docuseries "On The Rise," which will continue to follow her on and off the court at USC.

👕 Jalen Williams released a collaboration with Eckō Unltd, available exclusively on Complex Shop, as Mark Ecko recently returned to Complex as Chief Creative and Innovation Officer.

🏀 The WNBA announced a new #LineEmUp initiative to paint WNBA 3-point lines on basketball courts and parks across the country.

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POST-GAME

Thanks for reading—I’ll see you back here next week!

And if you enjoyed reading today’s newsletter, please share it with one friend.

- Jeff Chen | 🏀💡👨🏻‍💻