When consumers think basketball, they inevitably think Jordan or Nike, and the athletes they represent. Household names like MJ or Lebron. 

So for the first signature shoe of Anthony Edwards, a new rising star on the courts, we couldn’t bank on clout or legacy. Instead, we had to go bold—publicly-dissing-our-competitors-and- antagonizing-the-season bold.

So we created a film campaign that was designed to play off of whatever was happening in basketball culture. From Ant’s wins, to his rivals’ smack talk, to selling out of the shoe (five times), the campaign inspired by Ant’s bold self belief became so much more than just a product launch, but a cultural reset for the basketball world.