After the 2012 NBA Finals disappointment, KD was looking to take his game to the next step and bring OKC the championship for the 2012-13 season. Durant would quickly need to bear more of the scoring responsibility, as James Harden was traded to the Houston Rockets before the start of the regular season. Around that same time, Nike unveiled the KD 5 alongside an advertising campaign that was meant to showcase how definitively “not nice” Durant was on the court. The shoe was the first to break the triple-digit price tag, retailing for $115. The synthetic Hyperfuse upper and forefoot Zoom Air carried over once more. The price change likely was a result of the visible Air unit in the heel, which helped provide more impact protection in the area. The shoe also featured a higher-cut, a rarity in the KD line at that time.
With his past failure in mind, KD would make good on the Nike campaign tagline and disrespect players via highlights/ moments that you can see in Durant’s locker.