The NBA is putting the finishing touches on a new advertising campaign for the coming season with the theme ?Where Amazing Happens,? marking a completely overhauled branding effort that will take on significant importance given the fallout from the recent referee gambling scandal that has jolted the league.

San Francisco-based Goodby, Silverstein & Partners is the NBA?s agency of record and is completing creative on the new effort, though concepts of the campaign were presented to team presidents during their meetings July 26-27 in New York.

The campaign?s theme has drawn praise from a number of executives who heard about it during the meeting, but the NBA is keeping details of the campaign under wraps until the season draws closer.