The campaign focuses on the ability for basketball to connect with fans globally, showing a series of six TV ads, with print and online support and integration in NBA international events.
The spots end with the line "It’s the NBA. And it’s for all of us. One game one love."
The ads will run for the entire NBA season airing in 43 countries and playing in 10 languages, ending in February 2014.
The campaign kicks off with the launch of NBA Global Games, a comprehensive schedule of international games.
In addition, players on each of the participating eight teams for the NBA Global Games 2013 pre-season matches will wear "One game one love" shooting shirts.
The preseason Global Games will feature the Chicago Bulls, Golden State Warriors, Houston Rockets, Indiana Pacers, Los Angeles Lakers, Oklahoma City Thunder, Philadelphia 76ers and Washington Wizards.
NBA games and programmes are shown in a total of 215 countries and a pre-season game will take place in the UK in Manchester for the first time this year.