Go Go Commerce!

Like Nike needs my help in promoting this ad. But this is so classic, I have to post it. This is that strain of Nike ad-making that fueled the business up until recently, and helped create players as much as they helped create it. "The LeBrons" picked it up briefly, but this confirms what I'd been hearing: That these companies know the demand is there, and have been trying to get back to this. I definitely attribute this to Twitter, though not Obama; not sure how my theory about those two phenomena works when you introduce a third element. Regardless, this is the shit, even if it's somewhat redolent of past Undrcrwn efforts.

Stray thoughts:

-The mystery of Shard continues. I only found out recently that, rather than speaking in an affect-less whisper, dude has a thick Houston accent. How I didn't know this until recently is anyone's guess. But now he goes and raps in a way that in no way indicates his regional roots. This isn't a referendum on his skill as a rapper, though I guess bad rappers sound more generic. Just surprised me, in the same way that Delonte's bland freestyle voice did. Iverson should've set the precedent on this one!

-Where's the part, mentioned on Mo Williams's Twitter, where Iguodala saves AutoTune from stagnation? Now he doesn't even get a verse?

-Lewis looks most costumed. Williams, like that's what he wears around the house. Durant makes me think about what this ad means to people who aren't old enough to get all the references (includng him).

-Spent last night in the ID looking at Japanese teen fashion magazine. That's kind of the vibe I get from this.

-Never have I felt less like the ad world needed me. And I think that's a good thing.

-Is there going to be a backlash that demands more differentiation between West/East, or Afrocentric/gangster? It is all kind of lumped together. That's what makes the ad so great to me, but to the purist, it could be dangerous.

-Is this archaeology, a la the Jordan 9th game vid, or self-aware nostalgia?

-Mainstream-ing after the fact? Not that this stuff was so inaccessible, but rap's definitely bigger now than then.

-Back to the previous question: Exoticism, roots, or both?

-Finally: Missed opportunity that Ice Cube and Kobe appears in a Nike SB ad but failed to address the 3x2, to my mind the defining ball moment of West Coast hip-hop?

Stop This Man

I said my basic peace on the Rashard Lewis suspension over at The Baseline. Read here for my (ahem) baseline analysis, plus the Manny coincidence. Excuse me if I'm not foaming and fuming about this one.

To get a little deeper, even if you want to suspect certain players of juicing—especially those guys who enjoy working out—you've got to look at these suspicions in context. Same goes for the Lewis thing. Baseball and football are knee-deep in PED problems, and obviously have a culture that promotes and enables them. Does anyone have any evidence that such a thing exists in basketball? A suspension like this is, to be sure, startling. But it's almost as if people assume that, if MLB and the NFL are dirty, then surely that same climate must be present in basketball.

I know there's no consensus on whether NBA players could benefit. Even if they could, I'd have to get some inkling that it wasn't just a few isolated cases. That's now how it works in those other sports, so why would it be like that here? And saying "it's in other sports" is, like I said, a total fucking fallacy. Show me the sea change in play, in stats, in injuries; the rumors that make it past the ESPN boards; more than one person ever suspended for a non-diet pill violation. As I've said many a time, that the league is all too willing to share information about PED suspensions, but stays mum on hard drugs, doesn't just imply they have nothing to hide—they want it out there just how unworried they are, how minor these trangressions are expected to be.

Now tell me, as much as baseball was in denial, would it ever had gone out of its way to craft a policy that was so casual and transparent about PEDs? Conversely, while I may not be the world's biggest insider, I think I'd at least have once heard—from people who know—that a player was suspected. Which wouldn't even in itself convince me, since it takes more than one person to change the course of PED history. Unless you believe Jose Canseco's "I am the Messian of steroids" crap.

P.S. While you're over there, check out today's column on fan psychology and 2010.