NBA Top Shot has tapped Kevin Durant to star in the NFT platform’s first major multi-media campaign.

The effort, which debuts today, follows NBA Top Shot’s two-year partnership agreement with Durant and his 35 Ventures media network, Boardroom, which he co-owns with his manager, Rich Kleiman.

The campaign is anchored by a spot, “Future of Fandom,” which will air on connected TV, social and digital platforms through July. The extended 90-second spot will also air in 10- and 30-second segments.

According to Top Shot, “The campaign is built around the idea that NBA Top Shot offers an entirely new world for fans to level up their fandom for the NBA teams and players they love.”

Durant’s presence includes a “KD Starter Pack,” which includes an additional Top Shot Moment in Top Shot’s Series 3 Base Set. (Details here.)

In “Future of Fandom,” two guys at a Brooklyn hoops playground seek to out-do each other by comparing their uber-Kevin Durant collections, which of course include numerous NFTs of Durant’s best game moments on Top Shot.

“Who are you?” one guy wearing Durant’s No. 7 Brooklyn Nets jersey asks the other.

“Kevin Durant’s biggest fan,” the second guy, wearing a hoodie featuring a hand-painted image of Durant.

They then compare Durant physical collectibles, dating back to Seattle (he played his rookie season with the Sonics before the franchise relocated to Oklahoma City as the Thunder), such as rare jerseys and shoes (size 18), Durant’s image painted on the hood of a car and even a vial of Durant’s sock sweat.

Each respects the other’s collection. So much so they almost fail to see the real-deal as Durant himself strolls by.

“Nice shirt,” Durant says to the guy wearing the Durant hoodie. “My mom made it,” the guy replies as Durant walks off as the two guys who collect everything associated with Durant failing to get an autograph or a selfie.

The spot was produced by Party Land LA.

“Top Shot is the future for basketball fans — bringing them closer to players and building community across the sport in new and innovative ways,” Durant said via Boardroom when the deal with Dapper Labs, which oversees NBA Top Shot, was signed in October.

“At Boardroom, we’ve also been at the forefront of the NFT space, and I’m excited to partner in advancing NFTs further into the mainstream, creating and curating exclusive Moments and content with Top Shot.”