Breaking Barriers: NBA Meets Art Brings African Creativity, Social Change to Art X Lagos

In a vibrant celebration of art, culture, and social change, the NBA Meets Art initiative has brought together basketball enthusiasts and art lovers alike. This year’s collaboration with Art X Lagos features Nigerian artist Williams Chechet’s powerful installation, “Breaking Barriers,” showcasing the intersection of sports and social activism. MARY NNAH writes

As the NBA continues to grow its presence in Africa, its commitment to promoting local talent and cultural engagement has become increasingly evident. With a focus on grassroots development and community outreach, the league redefines the intersection of sports and art.

This year, NBA Meets Art and Art X Lagos unite to showcase Williams Chechet’s dynamic installation, “Breaking Barriers,” which harnesses the intersection of sports and social activism to inspire positive change.

Art X Lagos is West Africa’s premier international art fair, showcasing the best of contemporary African art.

Gbemisola Abudu, Vice President of NBA Africa and Country Head for NBA Nigeria, emphasised the significance of this partnership. “The NBA strives to be accessible to everyone, regardless of age or social class. Art X provides a unique opportunity to connect with fans from all backgrounds and deepen cultural engagement.”

“This year’s collaboration is particularly important because Art X provides a unique opportunity to connect with fans from all backgrounds.

“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 noted.

She emphasised 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.”

Speaking on how the theme of the “Breaking Barriers” installation resonates with Art X Lagos audiences and what values it embodies, Gbemisola said, “The theme of this year’s Art X resonates deeply with the idea of social change. It’s important to recognise that change doesn’t occur in isolation; everyone has a role to play in that process.

This message is reflected in the work we are showcasing. Basketball, for example, serves as a powerful metaphor for life. To succeed, players must practice diligently to hone their skills before stepping onto the court. However, no player can win a championship alone; it truly takes a community.

Each player has a specific role on the team – there cannot be too many centers or point guards. Understanding and embracing these roles is essential for facilitating change and contributing to community development. This concept is illustrated by the mural we discussed, which features different hands lifting a basketball. It symbolises the idea that no single hand can lift the ball alone; it requires collaboration.

Through this art, we aim to provide an opportunity for people not only to appreciate Chechet’s work but also to become a part of it.

Abudu highlighted the evolution of NBA Meets Art, which launched in 2022 as part of the NBA Meets Culture platform. “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.”

Regarding Williams Chechet, a Nigerian artist whose piece “Breaking Barriers”, was featured this year and which also aligns with the project’s core theme. Abudu said, “Working with him has been incredible. I admire how he interprets basketball, particularly his insights on teamwork.”

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

Chechet’s installation embodies the diverse visions inherent in basketball, advocating for social change and celebrating cultural diversity.

Abudu praised Chechet’s work, stressing its alignment with the project’s core theme.

“His art captures the various elements that contribute to a team’s success, whether in achieving victory or driving social change.”

The NBA Meets Art initiative demonstrates the league’s commitment to promoting African artists and creatives on a global scale. “We are dedicated to showcasing the incredible talent our continent has to offer,” Abudu said.

As the NBA continues to grow its presence in Nigeria, Abudu emphasised the importance of grassroots development and cultural engagement.

“Our focus is on enhancing the basketball ecosystem in Nigeria, with grassroots development at the forefront.”

Through initiatives like the Junior NBA and Junior WNBA clinics, the NBA is increasing access to basketball across Nigeria. “We aim to ensure that our programs are accessible across the country, moving beyond just Lagos and Abuja to reach all regions,” Abudu noted.

The NBA Africa Triple Double Accelerator, launched earlier this year, also supports Nigerian start-ups in 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,” Abudu shared.

In addition, the MyNBAMomentNG campaign invites fans to share their favorite NBA moments, creating a collage that embodies collective experiences.

“This campaign allows fans to relive those experiences with us. Everyone has that one sports moment that brings them joy,” Abudu said.

Abudu reflected on the collaborative process, highlighting the importance of finding the right artist to bring the NBA Meets Art vision to life. “We seek artists who understand what our brand represents and have a genuine connection to the game.”

As the NBA Meets Art initiative continues to grow, Abudu hinted at exciting future collaborations. “Stay tuned for what’s coming. We have established pillars guiding our work, and we’re committed to showcasing African talent on a global stage.”

For Williams Chechet, a Nigerian artist known for his vibrant pop art installations, collaborating with NBA Meets Art was an opportunity he eagerly embraced. “I was thrilled to be approached for this collaboration,” he said, acknowledging the league’s commitment to social change. “The NBA is making significant strides, and I’m excited to contribute.” His installation, “Breaking Barriers,” leverages basketball’s dynamics to symboliSe the pursuit of social justice. “It’s about goal-setting, strategy, movement – and how these elements can drive collective progress,” Chechet explained. By featuring interlocking hands, his artwork celebrates teamwork and unity. “It’s an artwork that emphasizes collaboration, mirroring my artistic process where community involvement is key.”

Chechet’s work embodies the spirit of social change and cultural diversity, shared insights into his creative process, which combines pop art elements with shredded newspaper and magazine clippings.

“My style is rooted in pop art, using clippings from NBA publications to create a unique visual language.”

The result is a striking installation that embodies the spirit of teamwork and social change.

“Basketball fosters unity among team members, all striving for a shared purpose,” Chechet explained.

“My artwork represents teamwork, showcasing hands that symbolize diverse individuals uniting to achieve a common goal”, he said further.

Chechet acknowledged the significance of the partnership. “I was thrilled to be approached for this collaboration. The NBA is making significant strides, and I’m excited to contribute.”

With “Breaking Barriers” paving the way, the intersection of sports, art, and social change is poised to inspire a new generation of creatives and basketball enthusiasts alike.

NBA Meets Art is an initiative of the NBA Meets Culture platform, celebrating art through the lens of basketball. The platform focuses on five cultural pillars: art, fashion, film, music, and technology.