The AJXXX campaign is about Russell Westbrook making space for himself in this universe. He’s created his own game, and plays it the only way he knows how. He’s a madman. The last gladiator in a game gone soft, treating each possession like it’s life and death.

The kid is a personification of Russ: brash, confident, and a little unhinged. He's making way for Russ like a hypeman clearing the way to the boxing ring. So you can either move or get moved. Because the WestWolf is coming.