What does Chicago Basketball mean to you? A common response usually has something to do with Michael Jordan, Scottie Pippen and the six world championships won in the 1990s. To some, it means accompanying their kids to youth league games or practices after school or on the weekends. To others, it means Derrick Rose representing the South Side, the vision of Mark Aguirre starring for DePaul in the late 1970s and early 1980s, or the memory of fallen Simeon star Ben Wilson. No matter the answer, for countless residents in every part of our city, basketball is much more than just a way to stay fit.

It taps into deeper connections that generations of fans have with the sport, the city, themselves, and each other. It is wins and losses recorded on the hardwood, but it is so much more. In October, the Bulls unveiled the organization’s fully integrated marketing campaign entitled Chicago Basketball, which captures the deep connections the city and its residents have to the game.


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