The video for Drake’s latest single ‘Laugh Now Cry Later’, filmed at Nike’s Beaverton campus, is essentially a glorified Nike commercial and speculation is rife that it has rolled out ahead of a long-rumoured official show/range collaboration between the sportswear behemoth and music maestro.
The five-minute spot saw Drake take over Nike’s global headquarters and it heavily features plenty of brand logos and product shots, as well as a team of some of the brand’s biggest athlete endorsers (including Kevin Durrant, Odelll Beckham Jr and Marshawn Lynch).
The new single, ‘Laugh Now Cry Later’ featuring Lil Durk, sees the Canadian rapperstep out of a sports car in Nike’s campus wearing a pair of all-white Air Max sneakers and set out on a night of exploration across the 300-acre Swoosh nramd property: playing basketball on the indoor courts against Kevin Durant, grabbing apparel and kicks from the on-campus Nike Company Store, running routes on the outdoor football field with Odell Beckham Jr and even riding jet skis on the brand’s very own lake.
The promo even includes a cameo from Marshawn Lynch who tackles Drake to the ground during a quick break in the action.
Throughout the short film, the 33-year-old musician wears a range of Nike shirts, shorts, quilted jackets (as do Durant and Beckham Jr).
The spot is further promoted not only by Beckham Jr and Durant on their own personal social channels, but alos by Nike marketing executives.
— Kevin Durant (@KDTrey5) August 14, 2020
@ the person who would get beat off the line by this route pic.twitter.com/Jihwq5uuTc
— NFL on ESPN (@ESPNNFL) August 14, 2020
Outcome:
The music video was No1 trending video on YouTube on 16 and 17 August and notched up 20m views in the first 24 hours since it was posted on Drake’s YouTube channel on 14 August.
Comment:
Drake, who came close to becoming an Adidas endorser at one stage, has previously penned a partnership with Nike’s Jordan Brand (which was announced back in 2013)
The four-time Grammy winner is a well-known and highly bullish Toronto Raptors fan, but judging by his on-court performance here its best he stays on the side of the court. Although, admittedly, he looks a touch better in the pocket on the football field.
If you’ve ever wanted to know what Nike’s global headquarters really looks like, then this is the music video for them.
Which seems a strange piece of analysis, but it is yet another sign of the continued merging of the sport and entertainment silos.
Is this video an extended Nike commercial set to an ambassador backing track, or is it a single launched with the support of a global sportswear giant?
You decide!
Either way, surely an official announcement of a Nike Drake sub-brand/product range is coming soon.
Links:
Drake
https://www.youtube.com/user/DrakeOfficial
https://www.facebook.com/Drake/
https://www.instagram.com/champagnepapi/
https://uk.octobersveryown.com/shop
Nike
https://www.nike.com/
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
https://twitter.com/nike
https://www.facebook.com/nike
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