Durant Redefines Strength Through New Campaign

Sometimes NBA superstar Kevin Durant just can’t win. On the court, he is criticized just as often for his lack of aggressiveness and as he is lauded for his immense talent.

When he isn’t playing, Durant is questioned as to why he is so friendly with his opponents, and he trains with his rivals during the offseason. He rarely demands attention, but on Thursday the five-time All-Star’s face flooded the internet with a call to action and a plea for change in the cultural perception of a seemingly simple principle: kindness.

In announcing the partnership between Durant and KIND Healthy Snacks, both parties are seeking to encourage others to stand up and be, well, nice. With the social media-heavy tagline #StrongAndKind, the goal of this new campaign will be to show that it takes just as much or more courage and strength to do good for others than it does to demean them.

“As a pro athelte, I know it can be easy to focus on trash talking and negativity,” Durant said in a statement. “Kindness can sometimes be mistaken for weakness, but I want to change that perception. The reality is that it takes a lot of strength to be kind.”Together, KIND and Durant have set the goal to have one million people sign their pledge, join the movement, and continue the conversation on kindness in all settings, be it at work, school, or in a competitive environment such as a basketball court.

By taking the pledge at www.strongandkind.com, people are committing to: Having the courage to be kind when others may not. Looking out for those who can’t look out for themselves. Standing up when others would rather stand out. Leaving their world a kinder place than they found it. Being STRONG & KIND. To show their committment to the cause and to support Durant’s public stance, KIND pledged a $1 million donation to the Kevin Durant Charity Foundation. The goal of Durant and his charity is to enrich the lives of at-risk youths as well as to provide transitional housing for those who have been displaced from their home. The foundation is even working towards building what will one day be named the KD House to help these families and individuals.

“At KIND, we believe that it takes courage to go outside your comfort zone and do something kind, particularly when you need to stand up for someone else,” said Daniel Lubetzky, founder and CEO of KIND. “Kevin exemplifies this on a daily basis.”