The NBA tipped off its 2025–26 push today with “Start To Finish,” a new campaign rolling out across the NBA App and @NBA social channels that celebrates the sweat equity required to raise the Larry O’Brien Trophy. The 30-second anchor film, directed by Stuart McIntyre and created with Translation, threads together offseason-to-opening-night routines as fans chant the mantra: “Start to finish.”
Created by Translation, the spot features a slate of headliners: 2024 All-Star Paolo Banchero grinding on a neighborhood court; 2024–25 Kia Clutch Player of the Year Jalen Brunson waiting in the tunnel; 2025 All-Star Cade Cunningham powering through an intense workout; six-time All-Star Donovan Mitchell tightening his handle; and No. 1 overall pick Cooper Flagg preparing for his NBA debut.
The message is timely and straightforward: championships in June are earned through the work that begins in October. Watch below:
“Start To Finish” extends beyond its launch film, with placements across digital, social, audio and out-of-home leading into American Express NBA Tip-Off 2025. Opening night returns the league to NBC and debuts on Peacock with a doubleheader on Tuesday, Oct. 21: the defending champion Oklahoma City Thunder hosting the Houston Rockets at 7:30 p.m. ET, followed by the Golden State Warriors visiting the Los Angeles Lakers at 10 p.m. ET.
The NBA also released a BTS video:
Fans can get in on the action a day earlier during the sixth annual NBA Jersey Day on Monday, Oct. 20—post a fit in your favorite team’s colors, and select photos may be featured across league and team channels.
The campaign also arrives amid a marketing transition at league HQ. On her final day as CMO, Tammy Henault called the spot a “full circle moment” for the brand. Whoever holds the title next, “Start To Finish” sets a tone for a season built on habits, hustle and the haul from first whistle to final buzzer.
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