1 week Ago By Guardian Nigeria
For centuries, art has been a universal language enjoyed by many regardless of their culture, geography or demographic. There is something about the relationship between sports and art that is priceless, especially when both of them are showcased on the same stage. This year’s collaboration of NBA Africa and Art X Lagos helps to illustrate how this particular relationship works exceptionally well.
The aim of this particular effort is to thrust African art into the spotlight while reaching out to a young audience and advancing cultural ideals in visual story telling inspired by local narratives. Gbemisola Abudu, Vice President of NBA Africa & Country Head, NBA Nigeria, together with Nigerian artist Williams Chechet , in a chat explain the importance of this year’s Art X Lagos, the common objectives and the cultural vision linked with the project undertook by NBA Africa. The partnership between Art X Lagos and NBA Africa is distinctive and purposeful especially as it aligns basketball with the creative energy of Nigerian artistry.
This year’s partnership centres on a single artist, Chechet, who has created a mixed media installation for the exhibition. Abudu disclosed that his choice reflected that NBA is evolving its approach to cultural engagement. While the focus this year is on a single, powerful collaboration, she expressed the brand’s openness to exploring diverse forms of artistic engagement in the future.
Chechet’s installation, commissioned by NBA Africa, offers an intimate, introspective reflection on the NBA’s ethos, drawing inspiration from social change and community-driven values. The work emphasises the power of collaboration, as it metaphorically depicts the hands of multiple individuals lifting a basketball, symbolising the collective effort needed to achieve a shared vision. This symbolism aligns well with the essence of the Art X Lagos theme, which advocates for change as a collective responsibility.
“Basketball serves as a powerful metaphor for life,” noted Abudu. “No player can win a championship alone; it truly takes a community.” As part of its expanding cultural influence, NBA Africa launched the “NBA Meets Culture” platform, which emphasises five main pillars: art, fashion, film, music, and technology.
This platform is designed to enrich fan engagement through varied cultural collaborations, while also promoting African talents on the global stage. Art X Lagos is the ideal forum for this initiative, as it provides a space for the brand to connect with fans in a meaningful, culturally resonant way. Beyond the exhibition, NBA Africa has introduced an interactive component to deepen audience engagement.
Fans are encouraged to share personal NBA moments on social media, either by writing on a mural at the exhibition or by posting short videos online. Selected videos are then highlighted on NBA platforms, with some stories even displayed on billboards across Nigeria. This initiative personalizes the NBA experience for fans, fostering connections between the NBA and its African audiences.
One of NBA Africa’s objectives in participating in Art X Lagos is to connect with Nigeria’s youth, who represent a large and vibrant demographic. Art, like sports, holds universal appeal for young people, making it a powerful vehicle for engagement. Abudu understood that art transcends social and economic backgrounds, providing a language that resonates with young people across Nigeria.
“When someone engages with a piece of art, it speaks to them in a personal way, even if it affects others differently,” she said. This partnership is also about more than just brand promotion; it’s a commitment to amplifying the voices of young African creatives. Abudu underscored the importance of the responsibility of showcasing Africa’s creative potential to a global audience, saying, “Our primary goal this year is to highlight the incredible work of local artists, elevate their contributions, and connect with our fans through their art.
” By investing in local talents, NBA Africa hopes to build a lasting cultural footprint, aligning the league’s mission with the vibrant energy of Nigeria’s creative landscape. Last year, NBA Africa’s collaboration with Nigerian artist Dennis Osadebe saw his work featured at the NBA All-Star event, drawing international attention to his unique style. Similarly, this year’s partnership with Chechet is expected to elevate his profile, exposing his work to a global audience.
NBA Africa’s association with renowned African artists demonstrates the league’s dedication to supporting local talent and expanding the reach of African art worldwide. Abudu observed that this exposure attracts interest from galleries and collectors internationally, enhancing the visibility and impact of the showcased work. “When you engage with a respected brand like the NBA, people pay attention,” she stated.
This credibility bolsters the artist’s reputation, opening doors for further opportunities and fostering recognition of African art in the global arena. NBA Africa’s commitment to culture extends beyond the art world, touching on various creative industries, including fashion, music, film, and technology. Abudu hinted at upcoming projects within these sectors, particularly in film, where the influence of Nigerian cinema (Nollywood) continues to grow.
Although details remain under wraps, she encourages fans to stay tuned for future announcements. These initiatives reflect NBA Africa’s understanding of the NBA’s deep ties with culture. The league’s influence has long permeated areas beyond sports, with NBA and WNBA players leaving their marks in fields like music and film.
This cultural footprint is central to NBA Africa’s mission, as it aims to inspire and connect people across continents. By integrating cultural initiatives into its operations, NBA Africa strengthens its ties with African audiences, contributing to a dynamic cultural dialogue within Nigeria and across the continent. While NBA Africa’s cultural initiatives are vital, they complement rather than detract from the league’s core mission of promoting basketball.
Grassroots development remains central to NBA Africa’s operations, as the organization seeks to grow the sport across Nigeria through the Junior NBA programs, which have already impacted cities like Lagos, Abuja, Enugu, and Port Harcourt. These programs introduce young Nigerians to basketball, encouraging them to pursue the sport and benefit from the camaraderie, discipline, and resilience it fosters. In July 2024, NBA Africa launched the Elite Camp, aimed at nurturing young basketball talents who show exceptional promise.
This camp, held quarterly, provides rigorous training and mentorship for children who have already shown a commitment to the sport. The success of this initiative is already evident, with two participants selected to join the NBA Academy in Senegal. Abudu stressed the importance of grassroots initiatives in expanding Nigeria’s basketball ecosystem, noting the league’s goal to democratize access to basketball opportunities.
The focus on grassroots development, combined with cultural initiatives like Art X Lagos, reflects NBA Africa’s dual commitment to sport and society. In recent years, technology has increasingly influenced the art world, with artificial intelligence (AI) reshaping how art is created, shared, and consumed. Chechet stated that AI and the emergence of NFTs have broadened the accessibility of art, allowing audiences worldwide to engage with creative expressions that were once geographically constrained.
While AI offers exciting possibilities, it also raises questions about authenticity and the human connection to art. For Abudu, AI’s impact on art underscores the importance of knowing the story behind each piece and its creator. “Understanding the human element behind a piece enhances its value and meaning,” she said.
As an art collector, she stated that this connection to the artist and their narrative gives art a personal significance that AI-generated works may lack..
