Actually, its not just about the viewing of NBA but the culture.

NBA has strong ties with trendy musics such as Hip hop, which most millennial listen to. Players also play a role in this as they are usually seen with luxurious products like Lebron James.

So LV took this to another level by creating a trophy case for NBA. This was one of Virgil Ablo's idea since he too has interest in basketball. But NBA's goal is also attracting the younger generations so this was actually a great move for both parties.