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W+K Amsterdam & Nike Rally Europeans to 'Be the Baddest'

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Kevin Durant calls on European basketball players to step up the game

W+K Amsterdam & Nike Rally Europeans to 'Be the Baddest'

The journey to become the baddest is not an easy one. Young ballers aren't always given the opportunity to play; they might be knocked back and even told that they won’t make it. But Kevin Durant, Nike and Foot Locker believe the baddest can come from anywhere so are on the #searchforthebaddest new European player. 

Created in partnership with Wieden+Kennedy Amsterdam, the campaign’s 60-second film aims to inspire European ballers. Showing them how Kevin Durant 's rise to the top from humble beginnings probably isn't that different from what they face. So there's no reason why they shouldn't make it too. If they keep working, trying and believing then one-day they might just be ready to take on Kevin Durant and earn the title of the baddest player alive.

‘Be The Baddest’ launches the new Nike KD7 collection and Air Force 1, available at Foot Locker. A version of the spot will also air in North America as a follow-up to Nike’s ‘The Baddest’ film, which launched earlier this year. 

Social and digital activity supports the TVC, which will air in the United Kingdom, Spain, Italy and France from August 28. Fans can watch the film on Foot Locker Europe’s Youtube page now.

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Advertiser: Nike + Foot Locker

Production Company

Director: Anthony Mandler

DOP: David Devlin

Executive Producer: Liz Silver, Luke Thornton

Producer: Kim Bradshaw

Production Company: Believe Media


Edit Company: Whitehouse Post London

Editor: Stephen Dunne (Europe), Sam Gunn (US)

Executive Producer: Bebe Evwaraye


Audio Post Production: Wave Amsterdam

Sound Design: Alex Nicholls-Lee

Creative Agency

Creative Agency: W+K Amsterdam

Art Director: Victor Monclus

Copywriter: Will Lowe

Executive Creative Director: Mark Bernath, Eric Quennoy

Group Account Directors: Kirk Johnsen

Head of TV / Production: Joe Togneri

Planner: Ben Armistead

TV Producer: Ross Plummer

Genres: Action

Categories: Sportswear, Clothing and Fashion, Thu, 21 Aug 2014 09:41:22 GMT