OKC Thunder: Kevin Durant shoe release gives new life to ‘cupcake’ war

Kevin Durant reignites cupcake war versus the OKC Thunder with Nike’s release of his KDX red velvet shoe.

For those not familiar the cupcake gained relevance for the OKC Thunder all thanks to Kendrick Perkins. During Perkins’ tenure he began the habit of referring to anyone not giving their all in practice as “cupcake”.

Well this moniker then extended beyond the practice court to a place where the OKC Thunder would dub players they considered “soft” cupcakes. The cupcake then took a step up into the main stream media narrative.

July 4  Westbrook cupcake photo launches war:

In retrospect, many have wondered if Russell Westbrook had an inkling Durant would bolt given his July 4 barbecue Instagram picture.  Since the cupcakes didn’t have any special messages on them it may have simply been because he lives near a bakery or store who sold cupcakes to mark the occasion.

Warriors March 20 visit to OKC – cupcake takes center stage:

The next appearance of the cupcake came upon the Warriors second visit to Oklahoma City on March 20, this past season. At the time Durant was recovering from an injury. Copious signs calling Durant “cupcake” were spotted throughout Chesapeake Arena. But, it was one avid fan who dressed up as a cupcake and limped along with a crutch which highlighted the night.

Obviously the shade was thick and it was clear many OKC Thunder fans opinions were KD’s departure marked his soft nature. In fairness this era of the NBA will forever be linked to super teams. Now more than ever super stars are desirous of joining other super stars in their title pursuits. Although there have been previous super team iterations through history, fans can thank LeBron James for making this alignment the norm rather than the exception.

Durant gets last laugh after title win?

KD seemingly got the last laugh after winning the 2017 title and playoff final’s  MVP.  Shortly after winning the title Durant was spotted wearing a hat with a cupcake and a strategically placed championship ring in place of the cherry on top.  At the time, it was deemed by most as the small forward getting the last laugh for his exit to Golden State.

Global fans shade Durant with cupcake sign:

Even while abroad in India promoting the NBA, Kevin Durant wasn’t immune from shade. Check out the fan fourth from the right who attended the event. Notice his sign with the snake, cupcake and Westbrook motto (and charity) of Why Not?

Durant looks to move past war:

Recently, Durant made several statements in the media which pointed to him trying to erase any bad blood. Not one to dislike bad publicity it did appear as if Durant was trying to bury the narrative on negatively between himself and Westbrook.

This summer aside from the hat with the cupcake and ring on top Durant was seemingly trying to bury the war. First, KD congratulated Westbrook on his MVP and spoke lovingly of OKC to Paul George upon his trade to the Thunder. Yet it was his comments on a Bill Simmons podcast which pointed to his desire to bury the pairs fractured relationship. In the interview with Simmons Durant implied there were never issues with Westbrook. Several scribes then jumped on KD’s quote like The Mercury News, who highlighted the Simmons’ podcast. Durant was keen to say his relationship with Westbrook was as strong as ever.

"“I don’t think we ever stopped being friends,” Durant told Simmons. “We just stopped talking — but I don’t think we stopped being friends.”"

KDX Red Velvet kicks campaign reopens war:

Mixed signals are being created with Nike’s launch of the small forward’s new KDX Red Velvet shoe. By launching his new shoe and surrounding it with numerous cupcakes with bites out of them it’s sending a strong message there is still resentment.

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So, why after all these efforts to bury the discord between Westbrook and himself would Durant go this route? It’s obviously intentional.  Perhaps it is as simple as Nike recognizing the marketing opportunity. But, the small forward’s management people would need to agree to this marketing campaign – right?  Even the subliminal message of the bites taken out of the delicacies sends a strong message.

The reality is Kevin Durant has always been a bit of an enigma when it comes to his public persona. Interspersed with his good guy image of kissing his mother and being a nice guy are occasional outbursts of anger directed at the media.

Repeatedly Durant has complained about the media keeping this feud between himself and Russell Westbrook alive. With the launch of his KDX Red Velvet kicks the message can only serve to reignite the conversation. Moving forward it’s inevitable Kevin Durant will will face pundit’s questions about his Westbrook relationship. The difference this time, is Durant has no one but himself to blame.