On Sunday, November 27th, Nike will release the commercial Paint the Town within the Basketball Never Stops campaign, produced by Wieden and Kennedy Portland and Park Pictures. The star of this commercial will be Kevin Durant, who playes basketball with a great passion, and plays it at any time in any place with anyone. This commercial certainly proves this with Kevin picking up the ball with various people like seniour citizens, a local church minister, a group of truckers at a nearby gas station, and having a one-on-one game with his friend J. Cole. The spot will be set to the very legendary voice of Sam Cooke and the song ”Good Times”.
This campaign is a sort of homage to basketball players, no matter the skill, with great love for the game. The desire to play greatly exceeds the materialistic need, and this is the type of message that Basketball Never Stops wants to portray. Not only superstars can be a direct part of this campaign, but all people who share love for this sport can participate in celebrating this sport. The very core of this campaign is a hub where basketball fans and players can share and tag content that depicts true devotion to the game anytime anywhere.