NBA France Highlights Viral Trick Shot Skill by @elchicolatine on TikTok

NBA France recently featured a viral basketball trick shot by creator @elchicolatine on its official TikTok account, showcasing a high-skill maneuver designed to engage the league’s global digital audience. The video, posted by the official NBA France handle, highlights the intersection of professional sports branding and the “trick shot” culture prevalent on short-form video platforms.

How is the NBA using TikTok to reach global fans?

The National Basketball Association (NBA) utilizes region-specific social media accounts, such as NBA France, to localize content and tap into regional talent and influencers. By reposting creators like @elchicolatine, the league leverages user-generated content (UGC) to maintain visibility outside of standard game broadcasts. This strategy transforms the platform from a one-way broadcasting tool into a community hub where “skills” and “trick shots” serve as entry points for younger demographics to engage with the brand.

Trick shots—shots made from unconventional angles, distances, or using unorthodox techniques—have become a cornerstone of basketball marketing. From the early days of YouTube “Dude Perfect” videos to the current TikTok era, these clips prioritize creativity and “viral potential” over traditional game statistics. For the NBA, this means expanding the definition of basketball excellence to include digital creativity.

Who is @elchicolatine and what is the “skill” trend?

The creator @elchicolatine represents a growing class of basketball influencers who specialize in “skill” videos. These clips typically involve a sequence of rapid ball handling followed by a precise, often improbable, shot. The use of hashtags such as #nbatiktok and #trickshot allows these creators to enter the algorithmic stream of millions of basketball fans worldwide.

In the specific clip shared by NBA France, the focus is on the technical execution of the shot—referred to in the caption as “Le skill”—which emphasizes the dexterity and coordination required to perform the move. This type of content often triggers “challenge” cycles, where other users attempt to replicate the move, further increasing the reach of the original video.

To clarify for those unfamiliar with the format: a “skill” video in the TikTok basketball community isn’t necessarily about scoring in a game, but about the aesthetic and technical difficulty of the movement itself.

Why do trick shots matter for the NBA’s international growth?

The NBA’s push into the French market is part of a broader international strategy. With the rise of French stars in the league, the demand for basketball content in France has surged. By highlighting local creators and viral moments, the league builds a cultural bridge between the American professional game and the streetball/influencer culture in Europe.

This approach differs from traditional sports reporting. While a standard recap focuses on points and rebounds, TikTok content focuses on “the wow factor.” This lowers the barrier to entry for new fans who may not follow every team but are drawn to the spectacle of a perfectly executed trick shot.

Comparing Digital Engagement vs. Traditional Broadcasts

The engagement metrics for short-form content like the @elchicolatine clip operate differently than television ratings. While a game broadcast provides deep tactical insight, a TikTok video provides an immediate emotional hit. The “likes” and “shares” on these clips act as a leading indicator of where the next generation of fans is spending their time.

According to industry trends in sports media, the shift toward “snackable” content allows leagues to maintain a 24/7 presence in a fan’s life, rather than just during the three to four hours of a live game window. The inclusion of #nba and #nbatiktok ensures that these videos are categorized globally, allowing a fan in New York to discover a creator in France.

The next confirmed checkpoint for the league’s digital strategy involves the ongoing integration of augmented reality (AR) filters and interactive challenges on TikTok, aimed at further gamifying the fan experience during the regular season.

Do you think trick shot culture helps grow the game, or does it distract from the fundamentals of basketball? Share your thoughts in the comments below.