I want to sit here and say that this could happen to anyone, and I really believe that it could...if they were sitting around an Irish pub bullshitting with their buddies. I could even understand if someone suggested it in a conference room at NBA headquarters while spitballing themes for new memorabilia. What I can't - for the life of me - figure out is how it gets published on the website of a multibillion dollar corporation without ONE person being like "hey, wait a minute...". I don't care where you are as a matter of fact. Anytime "white pride" accidentally slips from your tongue the immediate response from the rest of the room should be enough to make you realize your mistake. Assuming, of course, that you aren't below the Mason Dixon line and it actually was a mistake.
The NBA has a marketing department, right? That seems like a fairly important division for a multinational brand to have. I didn't take too many advertising classes, but I am pretty sure that word choice is like 65% of effectively promoting a product. Is there that many phrases that are off limits to the person responsible for conjuring up names for NBA apparel? I think the Venn diagram of "words you shouldn't use" and "words that would be moderately applicable" pretty much intersects at 'white pride' and ONLY 'white pride'. Like the person that did this should have had a list hanging up in their cubicle titled "Words To Not Use Following The Word White". You know, like pride, power, supremacy, guilt, privilege. That's pretty much it. Evade those combinations and you can consider it a job well done. Clearly it wasn't intentional, and you'd have to be a real asshole to get upset about it, but I'll be damned if that's not professional negligence at it's finest.
P.S. I'd love to know how many people haphazardly stumbled on this page while looking for actual "white pride" hats, because you know there was at least one.