Origins of the Nets Unite Collective
The Nets Unite Collective was conceived to bring Brooklyn’s multifaceted culture into the arena via local creators. It highlights the intent to display diverse traditions and artistry while turning game days into a celebration of identity.
The Collective is described as a group of Brooklyn-based, culturally representative artists who help bring Nets Unite games to life through merchandise, music, limited-edition giveaways, art, and experiences. It is part of a broader “Nets Unite” platform aimed at representing the many cultures that make Brooklyn unique and driving community engagement through vibrant performances and artistic elements.
Artistic Collaboration and Merchandise
Artists play a vital role in crafting tangible creations that celebrate heritage, especially through limited prints and engaging visuals. For AAPI Heritage Month, Thrive Collective’s artistic director Kekoa and his wife Kristen Hubbard were commissioned to design a Nets Unite poster, and 5,000 prints were distributed to fans attending the Nets vs. Chicago Bulls game at Barclays Center on November 26, 2023.
Their collaboration merged Kekoa’s comic-influenced style and Kristen's Brooklyn roots into imagery reflecting comic-style heroism and cultural identity fused with pick-up basketball nostalgia. These projects enhance the game-day experience while connecting artistic expression to Brooklyn’s vibrant story.
Public Murals and Interactive Art
Community-driven mural projects have become a powerful part of the Collective, offering both creative expression and educational possibilities. The “Be Your Own Superhero” mural, created by Peach Tao in collaboration with students at J.H.S. 220 through House of Slay and Thrive Collective, was unveiled as part of the Nets’ “10 Years in Brooklyn” celebration.
The mural launch featured artist Peach Tao, students, Nets legend Albert King, school, and city leaders, followed by a free clinic and arts activities inspired by Brooklyn’s ethnic diversity. Through public art, the Nets empower young creators and spotlight Brooklyn’s cultural legacy.
Game-Day Fan Engagement
Game-day cultural elements elevate the fan experience beyond the court. The Nets’ community-first platform creates cultural recognition through vibrant halftime performances, community spotlights, block parties, and engaging fan experiences during timeouts. These activations reinforce Brooklyn’s texture on each game day, bringing local music, art, and performance directly to the heart of the Barclays Center.
By combining entertainment and sports, the Nets establish a deeper connection between the audience and their surroundings, fostering an atmosphere that reflects Brooklyn’s identity.
Fan Engagement Packages
The program includes unique fan engagement packages such as the High Five Tunnel, Game Ball Delivery, and Captain’s Huddle experiences. These opportunities allow fans to feel an integral part of the action, reinforcing emotional ties to the team and borough.
Positioned mid-article: The presence of a FanDuel promo serves as another example of how sports-culture campaigns can blend excitement and identity, much like traditional promotions that tie together cultural pride and game-day enthusiasm.
Community Investment Through Youth Programs
Youth programming is at the heart of the Nets Unite Collective. Brooklyn Basketball, run by BSE Global (owner of the Nets and Liberty), operates youth camps, after-school programs, and summer clinics, and is now building an 18,600-square-foot youth training center across from Barclays Center.
The facility, opening this fall, will include two full courts, a “shooting lab” half-court, multipurpose space, auxiliary baskets, advanced tech, and expert coaching. This initiative reflects the team’s dedication to fostering the next generation of Brooklyn basketball talent.
Generational Fandom and Educational Reach
The Brooklyn Basketball initiative already partners with the New York City Department of Education, integrating basketball training into gym classes across 200 schools, reaching 40,000 city school children through clinics and programs.
The training center builds on these foundations by offering after-school and weekend activities, camps, daily clinics, advanced training, and specialized all-girls programming. These efforts not only cultivate future athletes but also strengthen ties between young Brooklynites and their hometown franchise.
Accessibility and Inclusion
The Nets have embraced innovation to create a truly inclusive fan experience. In spring 2025, the team became the first professional sports franchise on the East Coast to offer tactile broadcasts at every home game. A tablet-like device converts live game data into touchable patterns for blind and low-vision fans, complemented by real-time audio commentary.
Additionally, the Barclays Center is a KultureCity Sensory Certified Venue and the first arena to include a dedicated sensory room for fans needing a calmer environment. These steps make the games more accessible to everyone, demonstrating the team’s commitment to inclusion.
Cultural Identity on a National Stage
The Nets have strategically elevated Brooklyn’s profile on the national sports stage by weaving cultural pride into their branding. Through digital campaigns, localized merchandise, and partnerships with artists and musicians, the franchise positions itself as more than just a team.
By combining basketball with Brooklyn’s diverse traditions, the Nets create a product that resonates beyond sports. The Collective strengthens loyalty, drawing in both lifelong residents and fans who identify with Brooklyn’s vibrant culture.
Redefining Franchise Identity
Through these layered efforts—from local artistry and fan engagement packages to youth training, accessibility, and branding—the Nets redefine what it means to be an NBA franchise rooted in its city. Game day is no longer about the scoreboard; it is an immersive cultural experience.
Fans see their neighborhoods, schools, and diverse roots celebrated in merchandise, performances, and shared space. The Nets Unite Collective stands as proof that teams can win hearts as much as games—and build a legacy deeply woven into the fabric of the place they represent.
