The NBA has always been keen on introducing new concepts, and two of its latest initiatives are the 2023 In-Season Tournament (IST) and the upcoming Emirates NBA Cup. However, not every innovation is met with enthusiasm. A notable instance of this happened in 2013.
During the most festive time of the year, the league unveiled special Christmas Day uniforms with one key feature: short sleeves. This move faced backlash, particularly from then-Mavericks superstar Dirk Nowitzki .
Festive NBA jerseys
The German sportswear brand Adidas was the leading manufacturer of NBA jerseys from 2006 to 2017 . Six years into their tenure, they introduced the Christmas jerseys—an “overwhelming success,” as Jamie Gallo, then-NBA Executive Vice President of Marketing, remarked. Still, they “wanted to find a way to top it,” introducing the 2013 edition, which was worn by each team competing on Christmas Day and by All-Star Game participants.
First, each team's franchise logo was prominently displayed on the front in a striking metallic style. Furthermore, they featured the aforementioned short sleeves, which were aimed in part at boosting overall popularity.
"We know fans want to wear the authentic product that the players are wearing. In the NBA, it's just harder for fans to do that because a tank top is just a little bit more difficult to wear. A shirt with short sleeves can probably be worn a little bit more effectively than a shirt with no sleeves, " explained Sal LaRocca, then-NBA Executive Vice President of Global Merchandising.
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At least one positive aspect
When Nowitzki, then over a decade in the league, took to social media regarding the jersey's release, he received a wave of positive responses from multiple Twitter users. Other NBA personalities shared similar thoughts on the matter. For example, Roy Hibbert reportedly expressed his feelings through the ESPN account, stating, “ Who loves these jerseys because I don't!”
Nowitzki's boss, then- Mavs owner Mark Cuban, chimed in—bluntly as usual—when discussing the jerseys.
"I hated them,” he declared . “I thought they made our guys look more like a high school or college wrestling team."
Despite facing criticism, Adidas and the NBA succeeded in one key area of their launch. To promote the jerseys, they introduced the famous ‘Jingle Hoops’ commercial, featuring superstars LeBron James, Kevin Durant, James Harden, Stephen Curry, Derrick Rose, and Steve Nash playing around in the gym. Each basket they made produced a sound as it fell through the net, ultimately mimicking the melody of ‘Jingle Bells.’ This ad quickly became iconic and is considered one of the best commercials in NBA history.
Related: "Unfortunately neither was in their prime" - Dirk Nowitzki trolled Jason Kidd and Steve Nash while paying tribute to their stints in Dallas
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