John Kim Following the New York Knicks’ thrilling Game 1 victory over the San Antonio Spurs in the NBA Finals, Nike NYC unveiled a new campaign celebrating the fans who have stood behind the franchise through decades of highs, lows, and everything in between.
Titled “Always Knicks,” the campaign shifts the spotlight onto the community that has fueled the team’s historic run. Captured by acclaimed photographer Jonathan Mannion, the portrait series features a diverse group of devoted Knicks supporters, including longtime super-fan Spike Lee and a 3-year-old who captured the internet’s attention through her viral admiration of Jalen Brunson.
The imagery was displayed on Nike’s prominent billboard at the corner of 34th Street and 7th Avenue, placing the campaign in the heart of Manhattan as Knicks fever continues to sweep across the city. In the moments following New York’s dramatic road victory, streets throughout Midtown filled with fans celebrating a championship run decades in the making. Anticipating the scene, the NYPD closed portions of the surrounding area, creating an atmosphere that felt more like a citywide block party than a typical weeknight in Manhattan. Against that backdrop, Nike’s massive “Always Knicks” display became an unofficial monument to the moment.
Nike has long maintained deep ties to New York basketball culture, particularly through city-specific sneaker releases like the recent Air Force 1 “NYC”. First dropping at the temporary Nike SoHo flagship store and at NYC-based boutiques, the coveted AF1s are slowly releasing nationwide as Knicks fandom continues to grow.
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