One of the most popular players in the league, Durant's jersey regularly ranks as one of the NBA's best-selling and he is consistently one of the top All-Star vote-getters.[213][214] Early in his career, he developed a reputation for his kind demeanor; in 2013, Foot Locker released a series of commercials calling him the "nicest guy in the NBA",[215] and become a beloved figure in Oklahoma City, known for his "nice escapades" toward the Thunder's staff.[216] In 2014, he partnered with KIND snacks and launched StrongAndKind.com to show "being kind is not a sign of weakness."[217] Since joining the Warriors, he has become more outspoken and controversial; for example, he was involved in a Twitter back-and-forth with C. J. McCollum in July 2018.[218] Durant has admitted to feeling more genuine in Golden State as opposed to Oklahoma City, where he was "just trying to please everybody".[219]