At least that is what Nike would like you to believe.
Durant has recently come under fire for his actions on the court.
Last week, Durant was ejected from a game for the first time in his career after a home loss to Brooklyn.
Then, a text message from his grandmother scolded him for his colorful language after the
Thunder defeated Phoenix on Monday night.
"Kev stop cussing so much," she texted. "They be showing u when u do."
But, while many regard Durant as one of the nicest players in the NBA —heck, he takes the time to walk across the court and hug his mother after every home win — his sponsor is capitalizing on his current nasty streak.
Nike has launched a Twitter campaign entitled #KDIsNotNice.
Granted, Nike's version of "not nice" is a little different than what you would find in the dictionary.
A website was launched that describes just what makes Durant a mean person, such as:
"Leading the league in scoring three years straight is not nice."
"Making defenders famous in all the wrong ways is not nice."
"Mowing opponents down on the fast break is not nice."
"Doing damage inside, outside and everywhere in between is not nice."
If you were to ask Durant, if this is what constitutes making a person "not nice," then he has no problem playing the bad guy.