Inside a jet black Los Angeles film studio, a leading player from each of the NBA’s 30 clubs lines up to show off the swanky new season’s kit.
Basketball’s big-hitters have made the journey to this launch party – Kevin Durant, Blake Griffin, Paul George – to whet the appetites of the 500 or so in attendance and the millions more following every image on social media.
This razzamatazz is how US sport sets the scene for the upcoming campaign – all guns blazing to ensure excitement is at fever pitch for the first tip off next month.
But this Nike launch party also has an intriguing side, with a new technological innovation unveiled which is more than likely to find its way into the Premier League sooner than later.
All of this season’s replica shirts throughout the NBA will be equipped with a Nike Connect tag – a microchip sown beneath the league’s badge.