Redeem Team my foot #
August 23rd, 2008 | In Worth Considering
Tommy Craggs — with good reason — thinks that the whole “Redeem Team” shtick is nothing but the most insidious marketing campaign the NBA has ever waged.
The Redeem Team’s greater triumph in these Games, though, has been one of marketing, branding, and message discipline. With assistance from Nike, which partnered with NBA Entertainment to make a five-part Team USA documentary called “Road to Redemption,” USA Basketball has relentlessly peddled the notion that this new bunch has embraced the virtuous and selfless habits of international ball.