Date of Award
6-2023
Document Type
Thesis
Degree Name
Master of Arts in Digital Marketing
Department
Business
First Advisor
Andrew Allen Smith
Second Advisor
Clayton Smith
Third Advisor
Elisabeth Erickson
Abstract
This project focuses on the National Basketball Association’s dress code problems from 2004-2005 to the 2022-2023 NBA season. Highlighting how a predominantly black athletes' association, run by white men, changed in multiple ways to respect the fashion and culture of its community over this 20-year period. The community that was most represented on the court, and those who support the league at home. Doing so through the influence of the media, player opinions, race, fashion, time, and executives. Showcasing how a prominent business, such as the NBA, can change it its brand to be acceptable and successful.
Recommended Citation
Jones, Trey, "The Evolution of the NBA’s Culture" (2023). Theses. 539.
https://digitalcommons.lindenwood.edu/theses/539
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.