Following New York’s Game 1 victory over the San Antonio Spurs in the NBA Finals, Nike NYC put Knicks fans front and center, debuting their new “Always Knicks” campaign, which focuses on those who never wavered in their belief.
The campaign kicks off as Knicks excitement continues to takeover New York City. With Nike telling stories away from the court this time, they’re shining a spotlight on the fan base that’s supported the franchise through each and every era. Shot by acclaimed photographer Jonathan Mannion, the portrait series showcases lifelong fans, New York notables we all know, and young fans experiencing this playoff journey up close.
Filmmaker Spike Lee of course makes an appearance as one of the most famous Knicks fans in all of sports. But so does 3-year-old Knicks superfan Marchala, who became an overnight celebrity due to her viral infatuation with Jalen Brunson. Between the two Knicks fandom truly runs deep in all generations. New and old fans alike have kept the love going strong for decades.
Nike hung “Always Knicks” imagery across its flagship billboard at 34th Street and 7th Ave, known to be one of the busiest intersections in all of Manhattan. Naturally, the location made Game 1 victory celebrations that much sweeter. After the road win against San Antonio, Knicks fans took over Midtown entirely and turned the city block into one big celebration.
Nike has also been connected to New York basketball culture for years. Whether it’s been through localized storytelling or NYC-inspired shoes like the Nike Air Force 1 “NYC”, the brand has always leaned into New York City being known as a hoops city. This time, though, Nike’s purpose is less sneakers related and more about pride.
As the Knicks chase a title and the city continues to ride the wave, “Always Knicks” resonates because it’s so rooted in the culture. Nike isn’t just celebrating a championship victory, they’re celebrating the fans that stood by the team throughout the long wait.
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