Too busy gallivanting in Europe and Asia, it’s been a while since we took to the streets of London with a commitment to capturing its heart and soul. So it was a welcomed surprise when New Amsterdam Vodka, a new premium vodka imported from the US, threw us back into the familiar streets to capture not one but two transitory London districts for their new campaign. #ItsYourTown is ultimately a celebration of your city, from a brand that’s all about modern city nightlife. Peckham was our first stop, and whether it’s constructed by episodes of Only Fools and Horses, Giggs lyrics or your “trendy” friends anecdotes, everyone has a picture of this South London district. So what is it really like?
Many professional athletes find a name for themselves in their sport from starting at the very bottom. Learning and finessing their sport outside of the professional environment, where anything goes, and there’s no association to tell them what they can and can’t do. In the world of basketball, the very bottom of playing the sport is in streetball – an amateur version of the game that is played out on the city streets by those who have a passion for the game like no other. Streetball tends to be an unorganised, unique take on the sport of basketball, but there are tournaments out there to showcase this amateur side of the game and give players the chance to showcase what they can do. Quai54 is an annual gathering in Paris, France to showcase the Nike x Jordan World Streetball Championships. When Nike invited us out to Paris to check it out, I couldn’t refuse. Unfortunately I’ve lost the majority of my coverage of both Q54 and the Jordan 30 year anniversary celebrations. Memories remain, but apologies for the lack of coverage.