Drake's new music video is basically a massive Nike ad

In clip for 'Laugh Now, Cry Later,' the rapper has a field day all over brand's massive Beaverton, Oregon HQ

Published On
Aug 14, 2020

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Drake’s newest single,” Laugh Now Cry Later,” featuring Lil Durk, dropped early Friday morning with a music video that could double as a giant ad for Nike.    

The five-minute film opens with the brand unabashedly front and center—the opening titles read, "Nike World Headquarters." The Canadian rapper rolls up to the complex just after midnight, and as he steps out of his convertible Mercedes-Maybach, he's decked out in Nike gear, down to his all-white Air Max sneakers.

From there, Drake dives into a night of partying and exploration, taking viewers on a mini tour of the massive HQ, which comprises 75 buildings and a lake spread across 300 acres. Multiple Nike-signed sports stars like NBA’s Kevin Durant and the NFL’s Odell Beckham Jr. and Marshawn Lynch (who also sport Nike garb), make appearances as well. The musician plays hoops against Durant, football with Beckham Jr. and gets tackled by Lynch.

Drake is also seen shopping with a date at Nike’s Company Store on the campus, his cart full of Nike shorts, shirts and shoes. In other shots, he rides jet skis on the lake, races golf carts, drinks with friends and takes a dip in the campus pool. At the end, he poses for a shot with a basketball next to Nike’s iconic swoosh.

A Nike spokeperson confirmed that the brand's campus is indeed the backdrop of Drake's video. Among the locations featured are the Bo Jackson Fitness Center and Bo Jackson Field, Ronaldo Field, the Nike Sports Center, the Seb Coe building and plaza—and yes, that was the Nike Company Store.

"We’re proud that Drake is a part of the Nike family, which includes some of the world’s most influential names across sport, style, entertainment and culture," the spokesperson adds. "We’re inspired by his creative and collaborative approach to music and admire his passion and enthusiasm for sport, athletes, and the art of competition."

The music video was directed by Dave Meyers, who has worked on a number of other celebrity music videos such as Katy Perry and Missy Elliott. It’s currently the top trending video on YouTube.

The video comes before a rumored sneaker collab between Nike and Drake’s sportswear line OVO. Sneaker account @zSneakerheadz shared a mock-up image of the OVO x Air Force 1 Low, which reportedly will hit stores in 2021, although neither Nike or Drake have officially announced the project.

 

Credits

Date
Aug 14, 2020
Client :
Drake
Director :
Dave Meyers
Production Company :
Freenjoy

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Industry
Project Type