Nike celebrates the 2017-2018 NBA season, which has finally arrived, with a new commercial created in collaboration with agency Wieden + Kennedy, featuring a kid’s dreams that, involve, obviously, going from the neighborhood streets to the NBA court.
The 60-second spot, titled “Want It All”, which is about hustle, confidence and style at every level of the game, features a young boy who stops near a neighborhood basketball court and sees his future play out before his eyes.
He participates in one of LeBron James’s camps, in college he learns to make the big shot, and he’s eventually drafted by Cleveland Cavaliers to play alongside his favorite player in the world, King James, against Kevin Durant of the Golden State Warriors. The Oklahoma City Thunder’s Paul George also stars.
The song used in the ad is the 1991 single “Shut ‘Em Down” by American hip hop group Public Enemy, from their fourth studio album, “Apocalypse 91…The Enemy Strikes Black”. The track was also featured in the 2008 thriller film Lakeview Terrace, the 2009 video game Madden NFL 10 and the 2014 video game NBA 2K15.