Gunjan Prasad
Sep 15, 2016

Hoop dreams: How the NBA inspires young Asians

In a football-mad region, the American basketball league is playing a long game to woo young people with mobile games, accessible and affordable content and on-the-ground participation.

A hopeful participant takes aim at a recent Junior NBA camp in Indonesia.

JAKARTA - “To expect a 16-year old Indonesian kid to sit in front of a television for two and a half hours is unrealistic, and we are well aware of it,” says Scott Levy, the managing director of NBA Asia. “We speak to them in the language they understand, as engaging with Asia’s youth is our key objective.”

Asia has been a big part of NBA’s export strategy ever since the NBA commissioner, David...

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