Nike Sportswear, one of the most consistently creative of the Nike divisions, has an intriguing new project coming through the pipeline: the “Always On” campaign, series of videos combining “day-in-the-life” type looks at NSW athletes with a soundtrack that hold deep personal relevance. The first video, above, highlights street-ballers Adris DeLeon (2 Hard 2 Guard) and Quinton Hosley (T2) and is set to Harlem’s own Vado and his “Always On” joint. This video really captures the uptown vibe, and if it weren’t for the 95-degree heat we’d be out on the court as soon as work ends. As it is, this project looks like it has some legs: check back for Lamar Odom’s video with Ohio’s Stalley, and a personal favorite, PK Subban of the Montreal Canadiens set to a track by the tragically under-appreciated Saukrates.
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