The endless criticism leveled against Kevin Durant after he left the Oklahoma City Thunder to join the Golden State Warriors took many forms. Some said he was weak for wanting to form a super team; others called him a cupcake for not being willing to tough it out in the West with the team he'd been on for so long.
On the Nike SNKRS page dedicated to Durant's new "Red Velvet" KD 10 sneakers releasing on Sept. 1, the image above appears to allude to the cupcake saga. The sneaker itself is described as being inspired by "the smoothest player in the game and his undying quest for the sweet taste of victory," but it's hard to imagine Nike putting together promo materials for it and not noticing the connotation of the cupcakes.
Durant himself has not shied away from the term, and wore a cupcake hat after the Warriors' 2017 NBA Finals win in an impressive troll move.