Carmelo Anthony may be New York basketball's hopes and dreams now, but he hasn't forgotten his humbler Red Hook roots. Wieden & Kennedy New York launch the Jordan Brand's MELO M9, the latest shoe in Melo's sneaker line with a new campaign that focuses on the basketball superstar and the responsibility he feels to the city that made him who he is.

The spot accompanies a documentary series (see the first episode here) that features Melo talking about New York beyond the Knicks. The film, directed by The Hudson Dusters of Greenpoint Pictures, features Melo's family and friends like Nas and Bernard King, to dissect what it means to be Carmelo Anthony. The second and third episode will roll out later in January.