Screenshot courtesy of both Nike & Foot Locker.

"THE BADD35T": Nike's Image Overhaul Of Kevin Durant

NBA MVP? Check. Skills that pay bills? Check. Premier NBA role model? Check. Media darling? Check. Nice Guy? Most of the time.

The baddest man to ever lace up a pair of kicks and take to the court? You’re damn sure right about that one! And despite the fact that Nike may end up losing their endorsement superstar to Under Armour in the end, they’re obviously pulling no punches in their effort to retain their “golden boy”, knowing that he is currently the most likable NBA superstar at this time.

With Nike’s latest endeavor, their goal is to get you to understand that when you take to the court with a guy like Durant, he’s not pulling any punches when it comes to eating your lunch out there. Sure he’s a nice guy off the court. He’s one of the nicest guy’s you’ll ever meet in person, but he also understands the competitive nature of this game.

So what does it take to become “THE BADD35T”? Comedian, and civil rights activist, Dick Gregory sums it up like this:

“Who wants to be the best when you can be THE BADD35T? Best changes all the time. You’re the best until someone else is. THE BADD35T? That’s with you forever. You’re THE BADD35T every time they say your name. You’re THE BADD35T every time they remember what you did. You’re THE BADD35T even when you’re dead and gone. Lot’s of people have been the best. Not as many get to be THE BADD35T. The best is never settled. There’s always more to prove. THE BADD35T? You prove that just by doing what you do.”

I’m digging this overhaul myself. I’m not exactly sure if this campaign will be enough to retain him with all of the money Under Armour is ready to throw at him, but everybody is aware that Durant is a nice guy. He’s not about the media image anymore. He knows that if he wants to win it all one day, he’s going to have to develop a grittier, edgier persona to take with him to the court. THE BADD35T campaign is certainly an excellent start.

Image courtesy of Nike.

Image courtesy of Nike.

THE BADD35T is now available as a t-shirt, and you can get your official one here.

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