The very public brawl known as "Malice in the Palace" is the catalyst for new NBA rules. But it is also an opportunity for players to own their brands and create both social and financial equity for themselves. The NBA begins its transition to a "players' league," with players reaching unprecedented levels of economic and cultural influence. The murders of Trayvon Martin and Erik Garner create a chance for NBA players to stand up and be heard. In the present turbulent political era, players are now unwilling to just "shut up and dribble."