Nike has launched a humorous eye catching music video starring four leading players from the National Basketball Association to promote the new Nike basketball sneaker, the Nike Hyperize.
The NBA quartet is known as the Nike Hyperizers, and is made up of Andre Iguodala, Mo Williams, Kevin Durant and Rashard Lewis. The basketball players each take on the alias of a larger than life rapper-player for the 2 min 30 second music promo: Fog Raw, Velvet Hoop, Chief Blocka and Ice-O.
The single, ‘Don’st Criticise (Hyperize)’, has been released to coincide with the launch of the new Nike sneaker, which is known to many as the Nike Hyperdunk 2. The Hyperize is even lighter than the original Hyperdunk and features Nike Flywire technology.
The music video also features a cameo by the legendary DJ Quik who composed and produced the music for ‘Don’t Criticise (Hyperize)’. Lyrics for the song were written by Brandon Pierce and Mike Warzin; and the single was mixed at Eleven by Jeff Payne.
The Hyperize concept was developed at Wieden+Kennedy, the video was directed by Andreas Nilsson via Streetgang Films and editorial work was completed at Final Cut.
Fog Raw: Rashard Lewis
Velvet Hoop: Kevin Durant
Chief Blocka: Andre Iguodala
Ice-O: Mo Williams
Director: Andreas Nilsson (via Streetgang Films)
Executive producers: George Meeker, Jason Botkin
Line producer: Jasper Thomlinson
Director of photography: Shawn Kim
Executive Creative Directors: Susan Hoffman & Mark Fitzloff
Creative Directors: Jeff Williams, Alberto Ponte & Tyler Whisnand
Copywriter: Brandon Pierce,
Art Director: Mike Warzin
Agency Executive Producer: Ben Grylewicz
Agency Producers: Tieneke Pavesic & Jeff Selis.
Editors: Logan Hefflefinger & Stephen Burger
Post producer: Jennifer Miller
Post executive producer: Siama Awan
Lead flame artist: Mike Ek
Flame artist: Kevin McDonald
Producer: Robert Evans
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