JORDAN BRAND | WESTBROOK 0.2 "HITTIN' EM"

Russell Westbrook is the most exciting player in the NBA. In everything he does, he does it with a style that is truly all his own. Now that Russ was the sole superstar for the Oklahoma City Thunder, with the exit of Kevin Durant to the Golden State Warriors, it was time for his coming-out party. For us, the objective was simple: take the energy that Russ brings to the court, and package it in a way that makes a bold statement for Westbrook’s upcoming season and drives fans (OKC fans, the NBA community and sneakerheads) to buy his new Jordan lifestyle shoe.

In connecting this spot, we knew two things we had to keep in mind. One, before every game, Russ dances with his teammates to get hyped up. And two, last summer, Russ’s longtime teammate Kevin Durant left the team and the move made Russ the undisputed team leader. Russ responded to Durant’s departure by posting an Instagram video of himself singing Lil Uzi Vert’s “Do What I Want.” With these two truths in mind, Jordan Brand wanted to make a declaration: Oklahoma City is Russ’s team now, and everyone’s behind him. The video became Westbrook’s theme song throughout the season and allowed Jordan Brand to engage with our audience in an authentic way.