Skip to Main Content



SNIPES x Nike: Soul of Basketball


With more than 700 stores in Germany, Austria, Switzerland, Netherlands, Spain, Italy, Belgium, France, and United States, SNIPES is one of the most successful sneaker and streetwear chain stores in Europe. Since opening its first store in Essen, Germany in 1998, SNIPES has been an integral part of the urban scene and is constantly growing thanks to regular openings.

Encompassing hip-hop and urban sports like dance, basketball, BMX, and skateboarding, at SNIPES everything revolves around a contemporary lifestyle and urban youth culture. This dynamic mix not only characterizes a whole generation, but also grants the SNIPES stores their unrivaled atmosphere.

SNIPES has so far managed to attract greats, such as DJ Khaled, Wiz Khalifa, Dennis Schröder, Snoop Dogg, and Rick Ross as faces to represent the collections of its own brand. SNIPES also sponsors the biggest urban events and festivals throughout Europe.

Nike is an athletic footwear and apparel corporation. It is the world's largest supplier of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of $46 billion in its fiscal year 2022. Nike ranked 89th in the 2018 Fortune 500 list of the largest United States corporations by total revenue.

On December 7, 2023, SNIPES partnered with Nike on an inspiring video commercial titled "SNIPES x Nike: Soul of Basketball". In the commercial, Shefik appears as Basketball Fan, energetically reacting to the actions of the youthful players on the basketball court during a game. The commercial has a duration of one minute.

Basketball is a team sport in which two teams, most commonly of five players each, opposing one another on a rectangular court, compete with the primary objective of shooting a basketball through the defender's hoop (a basket mounted 10 feet high to a backboard at each end of the court), while preventing the opposing team from shooting through their own hoop. A field goal is worth two points, unless made from behind the three-point line, when it is worth three. After a foul, timed play stops and the player fouled or designated to shoot a technical foul is given one, two or three one-point free throws. The team with the most points at the end of the game wins, but if regulation play expires with the score tied, an additional period of play (overtime) is mandated.

Invented in 1891 by Canadian-American gym teacher James Naismith in Springfield, Massachusetts, basketball has evolved to become one of the world's most popular and widely viewed sports. National Basketball Association (NBA) is the most significant professional basketball league in the world in terms of popularity, salaries, talent, and level of competition.


  • Director: Joshua S. Medina
  • Basketball Fan: Shefik

Last Updated: January 6, 2024

About Shefik

Celebrating over 25 years in the entertainment industry, Shefik has held senior-level positions at many Fortune 500 companies and celebrated brands, including IBM, NBCUniversal, and MTV World. He currently serves as a Technical Lead at NBCUniversal. His work has been featured in television broadcasts and video productions for TIME, The Washington Center, "Unsung" (TV One), and Broadway World. He is currently the Executive Producer and Host of the nationally syndicated radio show "Shefik presents Invocation", which is broadcast on over 20 terrestrial radio stations and frequencies throughout the United States, as well as the internationally distributed video series of the same name via Prime Video and other notable outlets.

About Us

The argument in favor of using filler text goes something like this: If you use arey real content in the Consulting Process anytime you reachtent.