Posted by Ben Golliver.
You wouldn't think a self-evident catch-phrase like Nike's "Basketball Never Stops" would require further explanation, but that didn't stop the shoe giant from releasing a companion piece to its recent ad starring LeBron James, Kevin Durant, Dirk Nowitzki and Amar'e Stoudemire.
In the companion video, James, Durant, Nowitzki and others explain what the phrase "Basketball Never Stops" -- an obvious nod to the ongoing NBA lockout -- means to them.
"No matter where you're at, no matter what time of the day, you can always have a love for the game, and you can always play the game," James explains. "You could be playing inside your house with your loved ones or at a rec league with kids, or playing at a rec league with 40-and-over guys, it doesn't matter. The game of basketball never stops no matter what's going on in the world because people love the game that much."
"No matter if it's the offseason, vacation, holiday, always find a way to get in the gym and get better," Durant adds. "No matter if you're just working out by yourself or playing pickup the game never stops, no matter what you're doing. That's the type of approach I try to have."
Nowitzki chimes in: "I'm 33 years old now, and I'm still in the gym in the summer, working out, trying to get better, trying out certain moves."
And Stoudemire polishes it off. "You're always thinking about basketball," he says. "It's something that you sleep, you dream, when you're awake, you play, you think about it."
So, as it turns out, "Basketball Never Stops" pretty much means that basketball never stops. Now you know.
Here's the video courtesy of YouTube user NikeBasketball.