Nike celebrates Golden State win with a tribute to Kevin Durant's hard grind

Spot by Translation includes found footage of a young Durant training in his neighborhood

Published On
Jun 13, 2018

Editor's Pick

Nike showcases the hard work and dedication of Golden State Warriors player Kevin Durant in a spot that aired shortly after his team won the NBA Championship crown for the second year in a row on Friday night.

The ad, by Translation, is built around the repeated words: "Rise. Grind. Shine again," and mashes up old and new footage of Durant training, playing and waking up early to put in the hours to do it all again. Particularly poignant is found footage of Durant as a boy, where he's seen running up a neighborhood hill, and it finishes with him standing atop the hill and striking a Superman pose. Mike Sobo at Lost Planet is the editor who put it all together.

"It's amazing how the work I've put in, as a kid and all the way through to the NBA's biggest stage, is captured so perfectly in my new Nike spot," commented Durant in a statement. "Obviously to have it air after our Game 4 win and second championship in a row was a special moment and an exclamation point to our team's victory."


Jun 13, 2018

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