Jayson Tatum and the Boston Celtics took home this year’s NBA title, and there’s plenty of evidence that his cohort of rising stars is ready to assume the mantle from LeBron James and Steph Curry. The NBA saw year-over-year engagement growth during the regular season and playoffs, and SoFi ads featuring Tatum were 15% more effective than those without him. Elsewhere, Bose ads featuring the Minnesota Timberwolves’ Anthony Edwards were 1,236% more effective than the brand’s average.