"Sleep Well, NY"

15 June 2026

40s

Running for New York.

Billy Joel's New York State of Mind provides the perfect musical backdrop to Nike's paean to the New York Knicks after the NBA team finally broke a dry spell that goes back to 1973. It's been fifty-three years since they were able to boast of being champions of their sport and that's a lot of water under the bridge.

Director Josh Safdie (half of the directing team that made 'Uncut Gems' and 'Marty Supreme') is a Knicks fan and proves an apt choice for Nike to make this statement, not least because his most recent film was clearly the inspiration for Nike's biggest rival's World Cup ad featuring Timothée Chalamet.

It's a neat flex for Nike to lay claim to Safdie, and a time of rapturous celebration for New York. Now, do the Jets!

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