The NBA are constantly thriving to establish new ways to market their teams and players. After testing out short-sleeve jerseys on the Golden State Warriors last year, the league will have at least 8 teams wear them this year - including every team that plays on Christmas Day.
Now there is word that when two of the more marketable teams play, the Miami Heat and Brooklyn Nets, the league may replace player's last names on the back of jerseys with their nicknames. Ray Allen, who would have "Shuttlesworth" on the back of his jersey, is a fan of the idea.
Some members of the Miami Heat have been told the NBA is considering having them and the Brooklyn Nets wear “nickname jerseys” in at least one of their four matchups this season. The NBA has not announced the plan, but teams apparently have been aware of the likelihood of it happening for at least several weeks.
“It shows growth in our league and it shows we do adapt to what’s going on around us,” said Allen, the Heat guard who plans to wear Shuttlesworth on his jersey, a nod to his character from the “He Got Game” film. “And we’re still kids, playing a kids’ game. Even though we’re now men playing a kids’ game, we still remember where we come from. Everybody had a nickname and it’s a way to let the fans in a little bit more.”