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Nikita Kuzmenko, the cinematographer of ‘Pamfir’, shot a commercial for Nike. It was directed by Eric André

Nike has released a commercial for Nike’s Sabrina 1, a new sneaker model created in collaboration with Sabrina Ionescu, a basketball player for the New York Liberty women’s team. It was shot by American comedian Eric André, and the cinematographer was Nikita Kuzmenko (‘The Living Fire​​’, ‘Pamfir’)

The lookbook-style commercial retells ‘Sabrina’s Laws of the Game’. In addition to new footage, André has added a basketball chronicle where Ionescu shows off her skills during the game.


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The sneakers were presented in two colors: white (Ionic), and yellow and plum-coloured (Spark). The price is 130 dollars.


Along the toe, the sneakers are adorned with an embroidery pattern that recalls Sabrina’s Romanian heritage. Sabrina’s father Dan Ionescu fled Romania during the 1989 revolution to seek political asylum in the United States, where she was born.

‘It was important to me to incorporate where I come from, how I got here, and a lot of the sacrifices that my parents and family have taken for me even to play the game of basketball and the game that I love, — Ionescu said. — I wanted to showcase that in the shoe’.


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Sabrina Ionescu is the 12th WNBA player to have a personalized collaboration with Nike. While playing for New York Liberty, she became the NCAA women’s all-time leader in triple-doubles and the only NCAA Division I basketball player to record more than 2,000 points, 1,000 assists and 1,000 rebounds in a career.

Ukrainian cinematographer Nikita Kuzmenko has shot commercials for Dior, Puma and Oakley brands, and together with Muiño worked on music videos for Harry Styles, The Weeknd, Rosalia and Sam Smith.

In March 2023, Dmytro Sukholytkyy-Sobchuk’s film ‘Pamfir’ directed by Nikita was released in Ukrainian cinemas. He won the award for Best Cinematography at the Raindance Film Festival in London.

Read more about cinematography awards, the best films of 2022 and Carpathians without stereotypes in our interview with Nikita.

Design partner —
Development — Mixis