The New York Knicks partnered with Translation, a marketing agency founded by Steve Stoute, to help improve their brand.
Stoute is a former executive of several music labels, as well as the former manager of Nas and Mary J. Blige.
In discussing his branding strategy, Stoute said that it was important to separate the Knicks brand with James Dolan's personal brand.
“His brand, and the New York Knicks brand, and MSG, stand on their own. That’s the way it has to be," said Stoute.
Translation has previously worked on State Farm's "Cliff Paul" and Budweiser's "Made in America" campaigns.
“We have a ways to go. People can say what they want, but the world knows when you get it right -- when the New York team is winning -- basketball is better. When the New York Knicks are right, the NBA is a better place. That is the opportunity," added Stoute.