Dallas Mavericks center Dereck Lively visiting with family, working out, talking about dinosaurs. Lively at his camp, hanging out with kids, Lively working out again, Lively dinosaur picture used as a meme. And that is just the last week.

The Mavs social media strategy these days seems to be Dereck Lively. We see him working out more than once. We understand that he spent a lot of time with his kids’ camp in Philadelphia (multiple posts):

Not only does he seem to feature in the most posts recently, they also seem to use him the most for the content they produce themselves. Here, about dinosaurs from last week. It’s like the dinosaur hobby never gets old.

And this is clearly a very deliberate choice from the social media team and marketing and PR machine. The family and kids aspect of ho

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