Oklahoma City Thunder’s Kevin Durant may be a former Most Valuable Player of the NBA, however off-the-court he plans on pushing youth culture to another level with NEFF WEAR. While being a prominent figure in the NBA, Durant constantly inspires his fans to stay active various ventures and community programs; the launch of NEFF WEAR is a continuation of that vision. Offering under garments redefined to fit our active lifestyle, Durant’s first fashion imprint has also unveiled it’s first short film, “Live to Play.” Starring MADSTEEZ, trashhand, Jaws and KD, the above video is meant to inspire the youth to push themselves further, to do what they love, and to create something new.

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The superstar forward has worked closely with his partner Shaun Neff since day one, explaining “it’s been exciting to work with the team at NEFF, to build a business and to create a new collection of underwear.” While bringing an overlooked product group to the forefront, NEFF WEAR aims to provide exceptional support to customers throughout their daily routines.

[Via Hypebeast]