J. Cole warms up NBA fans for this season’s hotly-anticipated playoffs. The Dreamville boss performs a spoken-word piece about this year’s many different storylines as part of a new ESPN commercial.
“There’s gold at stake for Golden State,” he raps. “How much weight can King’s shoulders take? / When the odds ain’t great, some fold and break / While greats let the dreams of a ring motivate.”
Following subtle nods to injuries and up-and-comers, Cole World also reps for the underdogs. “Never sleep on a man that’s expected to lose,” he raps. “With a chip on his shoulder and something to prove / The bottom’s for the wolves and they thirsty for blood / The mission is to catch somebody slipping above.”
J. Cole’s love for b-ball is no secret. In fact, North Carolina’s finest has references to basketball on the covers of his 2009 mixtape The Warm Up and its 2010 follow-up Friday Night Lights. His 2011 debut album Cole World: The Sideline Story was a culmination of the sports-based series.
Now, fans await new music. Cole’s last album, 4 Your Eyez Only, arrived in 2016. Most recently, he also collaborated with Royce da 5’9″ on the soulful “Boblo Boat” and Cozz on the more playful “Zendaya.” Next month, he will co-headline Rolling Loud.
Watch J. Cole’s star-studded ESPN ad below.
— NBA on ESPN (@ESPNNBA) April 14, 2018