The NBA has recruited Kanye West’s latest single, “Amazing,” as the musical backdrop for its 2009 playoffs campaign. Premiering today—and being released to fans online—is a new music video produced by NBA Entertainment in which memorable moments from past playoff games featuring Kobe Bryant, LeBron James and other NBA players are sequenced against the pounding beat of the West track.
Charles Rosenzweig, NBA senior VP, entertainment & player marketing, calls the selection a “no brainer. For decades the NBA has enjoyed an extensive relationship with the music industry—it is part of our game, our presentation, our marketing. This is a classic case where we heard the song and knew right away it was the perfect fit with our overall campaign.”