One great example is NBA superstar Kevin Durant, who stars in a new video series called Fly By that launches today in partnership with LeBron James and Maverick Carter’s Uninterrupted platform, home of “The Shop,” a barbershop-themed show featuring James and other luminaries, and the media arm of Durant’s Thirty Five Ventures and Alaska Airlines.

In the first episode, Durant and fellow Golden State Warriors teammate Quinn Cook explore their home city of San Francisco, visiting Mister Jiu’s restaurant and the legendary Hyde Street Studios in the Tenderloin.

Noting the gravity of being in the Hyde Street Studios neighborhood, he said that watching a Janis Joplin documentary revealed a great deal of “culture and history” and that it made him “feel proud to be part of this community.”

The short is highly-engaging and connects well to the Seattle-based airline, which is making a stronger push into the San Francisco market after the merger between Alaska Airlines and Virgin America.

It also extends the relationship between Durant and the airline, which began last year with “Flight 35,” a program that flew 46 athletes from Los Angeles and Oakland to the Las Vegas Classic Bigfoot Hoops in a plane adorned with images of the league and NBA Finals MVP.

“We knew going into this deal that we were going to look for unique ways to work together.”

The text above is a summary, you can read full article here.