The Utah Jazz, along with other organizations in the league, have teased the same post on X.
The Utah Jazz posted a grainy, black-and-white image of a basketball to X on Wednesday, captioned: "Our new obsession is coming soon 👀."
There was no added color or wordmark. There was also no hint beyond a date stamped at the bottom: "09.15.26".
Teams across the league have also teased similar tweets, nodding to the new "obsession".
Many fans on X have speculated that it could be a new line of jerseys released by the NBA, with others noting new court designs leading up to the Emirates NBA Cup.
Utah has been known to fiddle with its palette contrasts all last season.
Back in October, the Jazz unveiled their 2025 NBA Cup court — a purple gradient radiating from center court, paired with a black apron matching the Statement Edition uniform worn during Cup games at home, while visiting opponents wore white Association jerseys.
Add the gray-and-sky-blue City Edition drop from that same stretch, and Utah has rotated through purple, black, gray-blue and white within the last 12 months.
The image itself is the story here as much as the words. The picture strips everything away besides a shadow, rendered in the kind of grain you see on an old newspaper or poster.
Utah has leaned on this kind of texture before, sort of atmospheric before the full reveal lands in color.
A black-and-white teaser doesn't reveal much on its own, but it fits a franchise that is still clearly auditioning the possibility of mixing up colorways.
Sept. 15 is about three weeks before the start of the 2026-27 regular season, which tracks with how the organization has staged rollouts, building toward a full unveiling once training camp gets underway.
The tease has already pulled in traction on X, with the post nearing 90,000 impressions in the first eight hours, along with 800 likes and 100 reposts.
Comments are running the range from excited to skeptical.
Expect Utah to leave more breadcrumbs over the next three weeks. Other teams will more than likely follow the same template.
If recent history is any guide, that means a handful of cryptic posts, maybe a short-form video, before a full reveal closer to the Sept. 15 date.
Until then, all NBA fans have is a grainy photo, two eye emojis, and a date circled on the calendar.
