Gbemisola Abudu is the National Basketball Association Africa (NBA Africa) Vice President, and Country head, NBA Nigeria. She recently spoke to select journalists about why the NBA Nigeria collaborated with Nigerian artist, Wiliams Chechet, to exhibit at this year’s Art X in Lagos and how the brand is expanding its footprint in Nigeria by promoting local pop culture using various facets of the entertainment industry. Excerpts.
What specific goals does NBA Nigeria aim to achieve through its presence at ART X Lagos, particularly regarding cultural engagement and social impact in Nigeria? ART X serves as a unique medium and a language that resonates with youth culture. To connect with young people, art offers a universal language that transcends backgrounds. When someone engages with a piece of art, it speaks to them in a personal way, even if it affects others differently.
This versatility is what makes art so compelling for us. Our goals with this collaboration are two fold. First, we want people to engage with the NBA brand through the lens of art and see how we connect with the creative community.
Second, we aim to enhance fan interaction. For example, we have a mural where fans can write about their favorite NBA moments. We take great pride in knowing that the NBA has positively impacted lives not just in Nigeria, but worldwide.
Sharing personal moments is a powerful way for fans to connect with us. Everyone has that one sports moment that brings them joy, whether they’.