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NBA Player Development
Project type
Experiential Design
Agency
Reingold, Inc.
Role
Art Director
Problem
NBA players face an intense, high-visibility transition — suddenly thrust into roles as public figures and role models while trying to develop both their on-court performance and their personal brand. NBA Player Development needed a way to help players navigate who they are on and off the court, at every career stage from rookie to veteran.
Approach
Reingold transformed NBA Player Development's in-person programming into immersive, emotionally resonant experiences across three major 2024 events. For All-Star Weekend's "Rising Stars" engagement, Reingold built a three-act staged performance for former NBA Guard Brandon Jennings, using custom illustrated backdrops and personalized player artwork (with QR codes linking to digital prints) to weave 30 players' personal stories into the physical space. For Summer League, Reingold led a full warehouse takeover, creating three distinct pop-up experiences — including a Nipsey Hussle-legacy-branded "Office Hours" space and the musician-athlete storytelling event "Vision: West." For the Rookie Transition Program, Reingold designed a full environmental transformation of the NBA's Secaucus office, including an interactive web app ("The Atlas") built to guide rookies through their three-day onboarding.
Result
The work elevated NBA Player Development's programming into industry-recognized experiential design, earning a gold MarCom Award, a platinum Muse Award, and a grand NYX Award for the Rising Stars sizzle reel. Beyond the accolades, the events created a scalable, replicable model — Reingold has now supported NBA Player Development programming across multiple consecutive years, continuing to evolve its approach to experiential brand storytelling.
