The NBA's New Jersey Nets launched an ad campaign with the theme "The Blueprint for Greatness" designed to tout new owner Mikhail D. Prokhorov along with team stakeholder, the rapper and entertainment icon Jay-Z. The campaign comes as the franchise is in the midst of reinventing itself in advance of its move to Brooklyn, and its key audience may be star player LeBron James, who is a free agent and the target of acquisition efforts by crosstown rivals, the New York Knicks.

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