the kd9 mic drop

as part of our campaign for kevin durant's signature shoe, the KD9, i got the opportunity to fulfill a lifelong sneakerhead dream: name a nike colorway.

enter the KD9 'mic drop.'

the shoe was inspired by kd's love for music, so we partnered with lyric annotation site genius and had him respond to some of his most notable shout outs in hip hop, making him the first athlete to do live annotations on the site. we also created some really dope album covers inspired by his favorite genres, and matched each one with a different kd9 colorway.

Billboard, Complex, Pitchfork, The Source

KD's reactions to his shout outs were added as Verified Commentary to each song's Genius page.

We also had him speak on how his eclectic soundtrack inspires his freakishly versatile game.

Then we created animated album covers inspired by KD's favorite genres, and matched each one with a different KD9 colorway.


agency: r/ga la
jay kamath
acd: jack jensen, josh kopeika
w: patrick de young, newton stern
ad: sungmoon chung, ryan tang
strat: clayton taibi, conrad kaczmarek