Everyone knows Kevin Durant's on-court game is all-universe, but for the launch of 9th edition of his shoe KD wanted to show the world that his off-court game was just as strong.
Selecting a few of KD's true personal interests we looked to demonstrate to younger athletes (on their terms) how looking beyond basketball and having well-rounded view of the world off the court can actually help your game on it.
KD + MUSIC
Inspired by KD's love of music, for KD9 "Mic Drop" colorway (which Nike allowed our team to name), we partnered with the guys over at the massively influential site, Genius, to interview Kevin and dive deeper into the many different rap shoutouts he's been given over the years.
Inspired by KD's love of music, for KD9 "Mic Drop" colorway (which Nike allowed our team to name), we partnered with the guys over at the massively influential site, Genius, to interview Kevin and dive deeper into the many different rap shoutouts he's been given over the years.
KD even became the first athlete to jump into Genius' live annotations.
MIC DROP ALBUM VINES
To promote the KD9 and show how KD's game is as diverse as his pregame mix.
We created and dropped custom album art on the same day as our Genius content.
To promote the KD9 and show how KD's game is as diverse as his pregame mix.
We created and dropped custom album art on the same day as our Genius content.
KD + PHOTOGRAPHY
The KD9 "Focus" colorway was inspired by the kid's love of photography and the
influence it's had on his court vision.
To showcase this interest and generate excitement for the colorway we created and dropped 40 limited edition signed KD9 Focus boxes – each featuring a different LE photograph. To create even more traffic and demand for Nike channels, the LE editions we're only available for select Nike+ community members.
The KD9 "Focus" colorway was inspired by the kid's love of photography and the
influence it's had on his court vision.
To showcase this interest and generate excitement for the colorway we created and dropped 40 limited edition signed KD9 Focus boxes – each featuring a different LE photograph. To create even more traffic and demand for Nike channels, the LE editions we're only available for select Nike+ community members.
Agency: R/GA
Creative Director: Jay Kamath
CW/AD: Jack Jensen, Josh Kopeika