In a performance reminiscent of the percussive dance show Stomp, a group of pro and street hoops players pound out a high-energy syncopated music track composed entirely of the sounds of a gym (bouncing balls, squeaking sneakers).
With no words spoken in the spot, it was left to the players—NBAers Vince Carter, Darius Miles, Lamar Odom, Rasheed Wallace and Jason Williams, and New York City playground legend Booger Smith, among others—to create a street vibe by synchronizing flashy court moves to the music. The track was co-composed by rap pioneer Afrika Bambaataa and choreographed by Tony-winning dancer Savion Glover, though the players freestyled quite a bit. (Among the snazzier moves: Williams dribbling two balls at once, Odom making a kick pass and street player EZ Rock spinning on his head.)
Hoping to capitalize on the infectious commercial, Nike is considering releasing a CD featuring the music as well as a video featuring an extended version of the spot. Says Hal Curtis, creative director of Nike's ad agency, Wieden & Kennedy, "Other than Tiger Woods's Hacky Sack commercial, I've never worked on a spot that's generated as much buzz."