Unapologetic is hard to talk about. It’s a feeling more than a thing you can explain. Trying to explain it is like trying to explain a joke: once you’re done,nothing’s funny anymore. In basketball, you get across what you’re about by showing it. How you play says everything. Which is why we think the best way to get across the attitude of Nike Basketball is through design. And if we really believe in Unapologetic, we need to put our design money where our mouth is. We need to create double-takes and WTFs, break our own rules to show how little we care about rules in general. All the while creating a fresh new iconography for Nike Basketball rooted in do-or-die, momentum-swinging performance.