Words By Samir S.

A couple of months ago, The Fader got a chance to kick it with Big K.R.I.T. as he helped close out the vitamin water uncapped Live series in New York. Now, they’ve come through with the video footage documenting K.R.I.T.’s future plans as an artist and producer, his creative process, and some of his biggest influences (a who’s-who of Southern rap legends and timeless soul masters). Read the rest of this entry »

Obviously not getting the memo about Hov having LeBron’s ear, Vitamin Water & Don Cannon teamed up with a group of rappers from this summer’s top free agent destinations for The Choice Is Yours. Over the course of the three song mini mixtape we’ve got corporate synergy, fueling the flames, pandering/tampering or whatever else you want to call it at its best. With the Knicks, Nets, Heat, Bulls, Cavaliers, Lakers & Hawks all represented LeBron should have his plans for the next six to seven years of his life decided in a little over five minutes. Read the rest of this entry »

I kept seeing and hearing this commercial throughout the NCAA’s yesterday. Told you fools Steve Aoki’s remix was tremendous and as energetic as it gets. Read the rest of this entry »

Nike should have known better.

Even though 99.7854% of the NBA analysts out there picked the Lakers and Cavs to play in the Finals, but we all know what happens to the best-laid plans. Now, I’m not going to count Cleveland out; I’ll leave that to all of you. Orlando’s had trouble closing things out and LeBron is LeBron.

Regardless, I bet Nike (and the suits at Vitamin Water too) is all sorts of hyperventilating and panicking with egg on their faces after pumping seemingly millions into a Bron/Kobe battle that we may not see. This is all too reminiscent of a similarly embarrassing situation Reebok put itself in back in 1992.

Dan O’Brien and Dave Johnson will go down as two monumental and costly (for Reebok) busts in sports history. LeBron and Kobe have Read the rest of this entry »