As the Detroit Pistons begin their latest playoff run, Ford released a cinematic short film starring basketball player Cade Cunningham that pays tribute to his comeback and the city that shaped him.
Titled “Born to Build,” the film connects Cade’s rise to the same grit, humility, and work ethic that have defined Detroit for generations.
Set at an empty, early morning court in the heart of Detroit, the film trades bright arena lights for something quieter and more reflective. It captures the in‑between hours the city knows well — before the workday starts — spotlighting the values Cade learned from his father that prepared him for this playoff moment: show up, put your head down, and do the work.
"Ford has strong values and that’s exactly what I was raised on,” said Cunningham. “I watched my pops work hard every day and that mindset was instilled on the whole family. I’ve carried his never-quit mentality ever since.”
Directed by Detroit native Jared Malik Royal and narrated by Cade himself, “Born to Build” traces Cunningham’s journey from a Ford‑driving household to becoming the leader of the Pistons’ next era. The film draws a parallel between how Cade was raised and how Detroit builds — through persistence, pride, and leading by example.
To mark the moment, Cunningham arrived to Game 1 of the Pistons’ playoff run wearing a custom Ford‑designed jacket, while fans in attendance received limited-edition “Born to Build” T‑shirts.
This partnership with Cunningham and the Detroit Pistons is part of Ford’s global Ready Set Ford platform. Rooted in shared principles of leadership, resilience, and grit, Cunningham’s journey mirrors Detroit’s latest chapter — one focused on rebuilding, belief, and momentum.
Dan Barbossa is a member of the Ford Communications team.
