Gbemisola Abudu, the vice president of NBA Africa, has spoken about the significance of the ‘NBA Meets Art’ initiative, saying it was designed to celebrate art through the lens of basketball.

The initiative was part of the lineup for Art X Lagos, which took place from October 31 to November 3, 2024, at the Federal Palace Hotel in Victoria Island.

“This year’s collaboration is particularly important because Art X provides a unique opportunity to connect with fans from all backgrounds. The NBA strives to be accessible to everyone—regardless of age or social class,” Abudu, who is also the country head for NBA Nigeria, told journalists in a recent interview.

“The Art X platform allows us to showcase our commitment to Nigerian culture, deepen cultural engagement, and demonstrate how sports can drive social change. Nigeria stands as a cultural leader in Africa, and this collaboration reflects that.”

Abudu elaborated on the evolution of ‘NBA Meets Art,’ noting, “In 2022, we launched the NBA Meets Culture platform, which focuses on five cultural pillars: art, fashion, film, music, and technology. Art was the first pillar we chose to integrate with the NBA brand”.

“This year marks our third edition, featuring a collaboration with a local Nigerian artist, which is very meaningful to us. NBA Meets Art celebrates art through basketball and engages the creative community.”

She emphasized that culture is integral to the NBA’s identity and that seamlessly integrating art into basketball is crucial.

“When collaborating with artists, we seek those who understand the ethos of the NBA and represent Nigeria’s diversity,” she said.

This year’s collaboration features Nigerian artist Williams Chechet’s piece ‘Breaking Barriers,’ which embodies the diverse visions inherent in basketball. Chechet’s mixed-media installation advocates for social change and celebrates cultural diversity.

“Working with him has been incredible. I admire how he interprets basketball, particularly his insights on teamwork,” she praised Chechet.

“His art captures the various elements that contribute to a team’s success, whether in achieving victory or driving social change. Williams, who is from Kaduna, has a genuine connection to basketball, having fallen in love with the game while playing in Zaria.”

On his part, Chechet expressed his enthusiasm for the project, acknowledging its impact.

“I was thrilled to be approached for this collaboration. The NBA is making significant strides, and I’m excited to contribute. ‘Breaking Barriers’ uses basketball’s dynamics—goal-setting, strategy, movement—as a powerful metaphor for the ongoing struggle for social change,” he said.

“It’s an artwork that emphasizes collaboration, mirroring my artistic process where community involvement is key.”

“Basketball is at the heart of the NBA, but we are more than just basketball. This is why we created the platform. In the U.S. and globally, the players’ journey to the locker room is often described as one of the most glamorous walks, akin to a runway. Fashion designers recognize the influence of players on trends, and many players are also avid art collectors.”

Abudu also spoke about the role of players in societal discourse, noting the importance of merging their influence with artistic expression.

“The theme this year, ‘Breaking Barriers,’ showcases basketball as a catalyst for social change. This collaboration is truly remarkable,” she said.

The head of NBA Nigeria also launched the MyNBAMomentNG campaign, inviting fans to share their favorite NBA moments on social media.

“This campaign invites fans to share their favorite NBA moments, creating a collage that embodies our collective experiences. The reaction at last night’s preview was heartening; it shows the power of shared memories,” she said.

Abudu also highlighted the success of the NBA Africa Triple Double Accelerator, a tech initiative supporting Nigerian start-ups.

“Earlier this year, we launched the NBA Africa Triple Double Accelerator, aimed at the sports and creative industries. From over 700 applications, we selected 10 finalists, including four Nigerians, who pitched in New York. The top two winners, Festival Coins and Salubata, are also Nigerian,” she said.

“The NBA cannot be viewed in isolation from art, fashion, or music. The influence of our players extends to various fields, making it essential for us to engage with culture in Nigeria. Our mission as the NBA is to inspire and connect people worldwide.”