Nike has always shown a premier marketing ability, going all the way back to the Michael Jordan days in the '90s. Now, they're expected to be ahead of the curve when it comes to reaching out to the customer.
Kevin Durant is being featured in the #summerisserious theme that encourages fans to apply for a spot in a pickup game with either Durant or James Harden through using Twitter, Instagram or Vine. All you need is the #summerisserious hashtag and something that catches Nike's attention.
Here's the video of Durant going to work on a bunch of stiffs, even though I'm sure they're a lot more serious than they first appear.