As the Brooklyn Nets embark on the 2025-26 NBA season, their mission extends beyond the court; they aim to forge deeper connections with the Brooklyn community. The franchise is making a dedicated effort to invest in the borough’s culture, people, and neighborhoods, showcasing the vibrant essence of Brooklyn both during games and in outreach initiatives.
Andrew Karson, the Senior Vice President of Marketing for the Nets, emphasized the team’s commitment to embodying “The Brooklyn Way,” which encapsulates authenticity, hustle, creativity, and inclusivity. “Brooklyn is a global center of culture, and we’re proud to represent that spirit both on and off the court,” he stated, underlining the team’s focus on community engagement.
This commitment is evident in various programs that reach thousands of individuals across Brooklyn. The Nets have collaborated with the New York City Department of Education through the Brooklyn Basketball initiative, which serves over 40,000 students in more than 200 schools by providing free basketball instruction and interactions with current players and legends. Additionally, the Read Across Brooklyn program promotes literacy and learning by hosting community reading events in schools and libraries.
Highlighting the Nets’ community activities was the recent Practice in the Park event, held at Potomac Playground in Bed-Stuy, which drew a large crowd and felt more like a festive celebration than a traditional practice. The event celebrated the launch of the team’s new City Edition jerseys, influenced by Brooklyn’s own The Notorious B.I.G., a collaboration that captures the cultural spirit of the borough.
Karson noted, “The first Biggie Night is set for November 11 and will feature a Biggie bobblehead giveaway and a live musical performance. It’s going to be an unforgettable night.” This event aims to honor the legacy of Biggie and Brooklyn’s distinct contributions to global music and fashion.
The Nets Unite platform plays a pivotal role in the team’s identity, with themed games that celebrate Brooklyn’s cultural diversity through art, music, and community collaborations. Events such as the West Indian Carnival and HBCU Celebration games have become highlights of the season, bringing alive the vibrant Caribbean heritage and the influence of Historically Black Colleges and Universities.
Moreover, the Nets are enhancing their community focus with the Brooklyn Basketball Training Center, designed to be a hub for youth development and community programs, and emphasizing inclusivity with dedicated sessions for young girls in collaboration with the New York Liberty.
Players are also engaged actively in giving back, exemplified by forward Jalen Wilson, who has donated essential supplies to local schools, reinforcing the impact of player-community interactions.
As the Nets cultivate meaningful relationships with Brooklyn’s diverse community this season, their strategies prioritize connection, support, and celebration of local culture. With a host of upcoming community events, the Nets are committed to creating an engaging and inclusive fan experience at Barclays Center, ensuring that Brooklyn pride resonates throughout the season. Through their unwavering dedication, the team is not just aiming for success on the scoreboard but also making a lasting impact on the lives of Brooklyn residents.