The NBA on ESPN marketing team challenged the CreativeWorks team with refreshing the NBA on ESPN's campaign look for the 2017 basketball season. The NBA on ESPN client wanted to pursue some options in terms of rethinking and extending the prior established "X" visual system. The requested scope of work entailed rethinking: brand attributes, messaging, visual positioning, on-air graphics, print & digital ads, as well as the social media promotional executions. I was given complete creative freedom to pitch new creative solutions. I proposed a streetwear-inspired moodboard with an emphasis on collaboration. Through this lens, the positioning would be shifted to the NBA and ESPN being seen as collaborators, which together produce dynamic sports content. This framework also caters to games being seen as collaborations between teams.