If the NFL has developed a reputation for stodgy traditionalism, the NBA has done the exact opposite, innovating—and yes, Tweeting, ‘gramming and TikToking—its way to status as the fast-changing league of the future. Chief innovation officer Amy Brooks’s job is to lead that push, whether that means changing the shot clock, tweaking the playoff format or, yes, finding new ways to make the NBA and its partners even more money. “If you’re watching a game and you see a player’s shoe, why can’t you put up your phone and scan a QR code and buy that sneaker instantly?” says Brooks, 45, whose title also includes president of team marketing and business operations.