Going beyond the limits of the courts of sports clubs, basketball gained prominence among the streets on the outskirts of Brazil, becoming a large territory of cultural collectivity, also mixing elements of hip hop. Potency in terms of sociocultural transformations, the sport that won the street courts shows all its nuances in the new release of the video clip “A Quadra Conecta”, a track created and performed by MV Bill in partnership with Rider, and which strengthens the connection between the City of God Basketball, in Rio de Janeiro and music, bringing among the highlights of the cast important protagonists to tell this story, such as Marcelão, founder and teacher of the CDD Basketball project.
The production transports the audience to the streets of Basquete de Rua, reiterating its relevance and role in the lives of so many young people. The release of the clip crowns the collaboration between the Rider and NBA brands and features – in addition to MV Bill and Marcelão – the participation of Nega Gizza, rapper and founder of CUFA (Central Única das Favelas), the pianist Jonathan Ferr, the rappers Rod 3030 (a member of the 3030 group), Kmila CDD and Bragadok, DJs Erik Skratch, and graffiti artist Criz Silva.
Starting from the perspective that is already in the title of the song, “A Quadra Conecta” reinforces in its audiovisual production all the representation of sport for its community. To the sound of an infectious and powerful beat, described by MV Bill as “a sunnier song, talking about motivation, union, the importance of the collective”, the rapper talks about the whole culture that surrounds the street courts to “recreate futures, together” — a message that sums up the essence of the sport and Rider.
Connecting music to sport, Marcelo Silva, also known as Marcelão, shares some of his experience throughout the video. A resident of Cidade de Deus, he carries stories of when he was MV Bill’s basketball teacher, and follows and contributes to the development of the sport in his community. “It was through social projects in my community that I was nominated to play in official clubs. I am giving back to the community what it has given me. I set up a social program, Basketball CDD, and through this project we are working with children based on the pillars of culture, leisure and friendship”, says Marcelo.
In addition to the great name that gives voice to the song, the cast, chosen by MV Bill, has the names of personalities who are part of her trajectory in different ways, including Nega Gizza, who recalls that it was through rap that she was able to see their reality and idealize a future that would encompass the entire community.
“Rap opened my way to understand what was happening in my favela, in the reality of Rio de Janeiro, Brazil – me as a black woman, favelada, young. And everything I dreamed of doing for my future and for the place where I lived” points out Nega Gizza.
From the courts to streetwear
The new collaboration between Rider and NBA narrows the parallel between fashion and sport, especially basketball, as part of the American association’s 75th anniversary celebrations and brings culture and image references to an audience that follows the street style scene. Divided into two moments of release, the collection incorporates in its first drop the North American league universe in details that give a celebratory tone to the classic Rider designs.
For its second drop, Rider prepares models that pay homage to the basketball league palette, which is complemented by an explosion of colors, bringing a balance between classic and street art. This visual combination reflects the identities of the Los Angeles Lakers, Chicago Bulls, Milwaukee Bucks, Brooklyn Nets, Golden State Warriors, Boston Celtics and San Antonio Spurs and Miami Heat crests — and, in addition to the illustrations, features each team’s year of entry. in the league on the NX NBA Slide, NX Plus NBA models and also for the R1 NBA.
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