D-Wade Leads NBA Multi-Media Campaign To Honor Dr. Martin Luther King Jr.
Thursday, January 6, 2022 at 05:48PM By Barry Janoff
January 6, 2022: The NBA and the National Basketball Players Assn. today unveiled “Imagine,” a multi-media effort that honors the life and legacy of Dr. Martin Luther King Jr.
The campaign, in anticipation of Martin Luther King Jr. Day on Jan. 17, is the latest iteration in the league’s 75th Anniversary Season “NBA Lane” campaign.
The anchor “Imagine” spot features and is voiced by NBA legend Dwyane Wade.
“Imagine” premieres tonight during the Boston Celtics vs. New York Knicks (TNT) and across NBA social and digital platforms, then goes into regular rotation during NBA telecasts on TNT, ESPN, ABC and NBA TV.
It will air throughout the day on Jan. 17 during NBA on MLK Day game programming (see below).
The tradition of NBA basketball on Martin Luther King Jr. Day began when the national holiday was established in 1986 to honor the civil rights leader.
“Imagine” incorporates footage of the Civil Rights Movement and soundbites from Dr. King’s “The American Dream” speech.
According to the NBA, Wade “echoes Dr. King’s message as he speaks to the next generation, which is exemplified by a group of children watching footage of Dr. King’s speeches and marches on TV.
Throughout the spot, as we hear the words from Dr. King, Wade “reminds us that each one of us has the power to create change.”
Dwyane Wade: Imagine changing the world . . . By appealing to the hearts and minds of your neighbors.
Dr. King: If America is to remain a first-class nation . . . She can no longer have second-class citizens.
Dwyane Wade: And answering hate with love . . .
Dr. King: The time is always right to do right.
Dwyane Wade: Imagine all that power . . . Now, imagine all that power . . . in you.
The spot closes with text that encourages viewers this MLK Day: Honor the Legacy By Living It.
Throughout January, all 30 NBA teams “will honor Dr. King’s fight for justice and examine the history and impact of inequality in America.”
Additional information on team and league celebrations, action, service and conversations will follow.
NBA on MLK Day National TV Schedule (subject to change):
• Charlotte Hornets vs. New York Knicks NBA TV (1 PM ET)
• Chicago Bulls vs. Memphis Grizzlies TNT (3:30 PM ET)
• Milwaukee Bucks vs. Atlanta Hawks TNT (6 PM ET)
• Utah Jazz vs. Los Angeles Lakers NBA TV (10:30 PM ET)
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