Big news out of the NBA this week, and no, not that exhibition games and mediocre basketball have (finally) begun. The league inked a new deal with UnderArmour. Something to do with advertising and whatnot. Something about it involves permission for UnderArmour to use NBA uniforms in its ads, among other things. I don't know the details. I'm no advertising expert. You can read all the details here, at NBA.com.
And besides, this isn't about advertising.
This is about a sweet little nugget mentioned in all the press releases: The NBA and UnderArmour will team up to refurbish community basketball courts around the country.
Now, of course, these courts will probably bear an UnderArmour logo and slogan or something. There will be no secret where the refurbishing come from, and in the good name of public relations, you'll probably hear all about the courts when they're done. There's no doubt this is probably 95 percent about getting some good publicity and maybe 5 percent about doing a little good in the world.
The cynic in me gets all like, "Who cares, bro, it's just all about corporate greed, they don't really care about the communities." And Mr. CyniSneed might be right.
But dangit, says Mr. OptimiSneed, it's still really good for those communities, right?
Dang right, buddy. They're getting some sweet new courts for nothing, and in today's economy, it doesn't really matter if a company's just doing it to further their brand. It does nothing but improve a court, give kids something better to do than run around crazy—like run around crazy while trying to throw a ball through a net—and does it all free of cost to everyone. Just for a logo on some aspahlt.
So yeah, step off, CyniSneed.
It's possible that some of the renovations will likely be along the lines of what UnderArmour did in Baltimore back in July. According to the Baltimore Business Journal, the company replaced a chain-link fence around the court and installed a new playing surface, goals, and goal posts. Instead of requiring pay, UnderArmour simply incorporated its logo into the court's resurfacing design. (Pictures via Twitpic from user @paulsmith.)
UnderArmour-refurbished court at Federal Hill in Baltimore
No word yet on where the courts are that UnderArmour plans to refurbish, but I'll try to keep you posted. If you have tips, feel free to email firstname.lastname@example.org. You'll definitely get credit. And to stay up-to-date, make sure to give GoodCall's Facebook page a like and follow HGC on Twitter at @heygoodcall.