Nike enlisted New York Knicks‘ power forward Amar’e Stoudemire and rapper French Montana for the latest installment of their “Always On” campaign. I’ve always got time for the hometown Knicks, but the timing on this ad couldn’t be better. For me Christmas Day can’t come fast enough. Unfortunately we’ve still got a couple days to wait, but that doesn’t mean we can’t enjoy an exclusive Frenchie joint. Be sure to peep the video below. Welcome back basketball.

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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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