Today's NBA is filled with larger-than-life figures, like LeBron James, James Harden and Stephen Curry, who effortlessly dominate the courts. But it wasn't always so glamorous. The multi-billion-dollar league has grown from humble roots into a sports powerhouse that is loved around the world due to savvy digital marketing and a global focus. Thanks to the popularity of individual players and team rivalries, the NBA has survived league mergers and financial crisis. Teams have earned the respect of millions of loyal fans who are dedicated to the success of each and every organization within the league. Through the story of the NBA, you'll learn how a company can build a loyal fanbase who will do anything to keep them on top.