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Kevin Durant and KIND brand shatter stereotypes with kindness movement

The KIND brand has partnered with Kevin Durant in a bold new campaign to bring awareness to kindness.
The KIND brand has partnered with Kevin Durant in a bold new campaign to bring awareness to kindness.
Ian Spanier Photography

Contrary to popular belief, kindness is definitely not a sign of weakness, and this misinformation has especially plagued women for years.

To dispel the stereotypes, the KIND healthy snack brand has teamed up with NBA superstar and philanthropist Kevin Durant to launch strongandkind.com to reveal kindness as the greatest strength men and women can possess.

KIND donated $1 million to the Kevin Durant Family Foundation to create specialized education and after-school programming for at-risk youth to teach them how to be strong and kind.

Of the campaign, Kevin Durant said, “As a pro athlete, I know it can be easy to focus on trash talk and negativity. 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.”

KIND Founder and CEO Daniel Lubetzky said, “We don’t tend to associate strength with kindness. Actually, the two are integrally connected. 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. Kevin exemplifies this on a daily basis. With this movement, we hope to start a conversation about how it’s strong to be kind.”

Go to strongandkind.com to take the kindness pledge and find out more information on supporting KIND’s commitment to the Kevin Durant Family Foundation.