Advertising NBA Creativity

NBA MVP Kevin Durant gets a hero video from Nike showing his grueling training regimen


By Kyle O'Brien | Creative Works Editor

June 12, 2018 | 3 min read

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Lest anyone think that Kevin Durant hasn't earned his championships nor his MVP awards, a new film from Nike shows how hard the NBA star has trained to get to the top of the game.

Kevin Durant MVP Nike

Kevin Durant gets his own MVP video from Nike

Minutes after Golden State won the NBA Championship crown for the second year in a row on Friday night, Nike launched its latest film in collaboration with Finals MVP Kevin Durant.

'Rise. Grind. Shine. Again,' created with agency Translation, depicts the hard work that KD has put in throughout his lifetime to become an NBA champion: waking up, working out, practicing, performing at a high level in games and doing it again, day after day.

The spot includes found footage of Durant as a boy – where he’s seen running a neighborhood hill – playing on youth teams and at the University of Texas, interspersed with highlights and training from his pro days with the Thunder, Sonics and Warriors. The film reaches a crescendo as Durant stands atop the hill and strikes a Superman pose, signifying he’s done it – again.

“This incredible film is about Kevin’s dedication and perseverance to his craft,” said Steve Stoute, chief executive officer of Translation. “Every step of the way, Kevin personifies what it means to be an athlete on and off the court and is a living example of Nike’s mission to expand what’s possible.”

Nike: Rise. Grind. Shine. Again. by Translation

By Nike

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Nike, Inc. is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services.

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