Lenny Kravitz is going from sitting courtside at Los Angeles Lakers games to tipping off the NBA season in a new ESPN promo.
The 63-second spot features the rocker performing an energetic show that channels the excitement of a basketball game as he flies across the stage singing “I’m a Believer” (his own song, not the Monkees version) from his “Strut” album, which was released in September.
“We’re thrilled to have Lenny be a part of our coverage, continuing our tradition of working with top-flight musical artists,” said senior coordinating producer for the NBA on ESPN Tim Corrigan told TheWrap. “We’re excited about the passion that he brings to this [broadcast] open and it’s the same energy that we bring to our NBA coverage.”
Filmed in France, the video flashes between color and black and white as Kravitz aptly struts in front of his backup band while ESPN’s NBA logo flashes in the background. Each spot will be tailored for each game showing highlights of the teams playing, starting with the Chicago Bulls and New York Knicks.
The NBA season began on Tuesday with the Los Angeles Lakers hosting the Houston Rockets in a 108-90 loss. Wednesday night sees the 2015 season premiere of ESPN’s “NBA Countdown” at 7 p.m. ET, warming up fans before the network airs the Bulls vs. Knicks game with the return of star player Derrick Rose, followed by the Oklahoma City Thunder vs. Portland Trail Blazers at 10.30 p.m. ET.
The flagship show hosted by Sage Steele features analysts Jalen Rose and Doug Collins following the departure of Bill Simmons at the end of the 2013-14 season. Singer Aloe Blacc will perform outside Staples Center in Los Angeles before the game, singing his hit “The Man,” which was turned into a sports anthem after being featured in a Beats by Dre commercial.