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Wieden Takes Nike Back in Time

Published on .

Over the weekend, Wieden & Kennedy broke a new spot for Vince Carter's signature shoe, the Nike Shox VC, that turns back the clock to Harlem's Rucker Park in 1975, with incredible attention to detail. As the clock winds down on a playground showdown, the crowd starts chanting for Dr. Funk, who turns out to be Vince Carter in modern duds and, of course, shoes. No need to guess who wins at the buzzer.

The spot, the first in a series, was shot by the Hughes Brothers -- creators of Menace II Society and the documentary American Pimp -- via the Oil Factory in Los Angeles, with Bootsy Collins providing the funk behind the birth of the funk.

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