It was 1969. The National Basketball Association was locked in a bitter battle against its upstart rival, the American Basketball Association. At stake: fans, players, media—and millions of dollars.
The NBA turned to Alan Siegel, founder of Siegel+Gale.
Seeking inspiration, Siegel poured through the photo archives of Sport magazine. A particular photo of the All-Star Jerry West grabbed his attention: It was dynamic, it was vertical, it captured the essence of the game. [read]
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