Nike nation salutes basketball, win, lose, or draw

Celebrating basketball and the ways it has developed into a cultural found-family, Jordan Brand and Nike bring pride, joy, and no small amount of impressive athleticism to the screen in UNITE:Chapter One. 

While not a uniquely African American pastime, basketball has been dominated for years by strong black players. People ubiquitous with the sport; Jordon, Johnson, James. None of these people, however, make it into the short, save for the iconic image of Jumpman on the occasional shirts or shoes. 

The power that director Adam Tillman-Young brings to the screen in the feeling. The impressions that come from playing on the court, from practice, from being on a team together. That’s an important feeling here, more than showing off the newest products. It comes off as an authentic reminder of how players, fans, and family unite. This spot also precedes community activations and promises more films, and more outreach, to come.

Nike is more than just a brand. To many people, the company tagline “Just do it,” and the athleticism and prowess that Nike has consistently endorsed, either through gear or large compensation packages, is a way of life. And that way of life is usually tied to basketball. This film shows the ways that the sport unites people, win or lose.