While we may have just gotten word that the NBA has canceled all games through November 30th, basketball lives on in the hearts and minds of athletes who play the game simply for the love of the game. That’s the simple yet compelling message behind Nike‘s “Basketball Never Stops” ad campaign, the first commercial for which is set to debut tomorrow night during prime time television programming. Produced by Wieden+Kennedy and Park Pictures, the spot is directed by award-winning cinematographer Lance Acord and features a bevy of basketball talent: LeBron James, Kevin Durant, Amar’e Stoudemire, Dirk Nowitzki, Sue Bird and Coach Mike Krzyzewski. Recording artists J. Cole and Questlove from the Roots lend their presence as fans of the game. In addition to these basketball and entertainment titans, the spotlight shines on the unheralded everyday players — the high school teams, the guys at Rucker Park, the elite amateur players from the summer leagues — who all keep the sport alive. You can play your own part by uploading pics or videos demonstrating how basketball never stops in your life on to Facebook, Twitter, YouTube, Flickr or Instagram, with the hashtag #BasketballNeverStops. The most creative submissions will earn various prizes. Go here for details.
Click through to see Nike’s “Basketball Never Stops” video in full.