Track star Sha’Carri Richardson won’t run a race at the Olympics, but she takes the spotlight in a new ad from Beats by Dre, which also debuts a new song from Kanye West, “No Child Left Behind.”
While Richardson’s athleticism has propelled her into the spotlight, so too has her distinctive style—her bright crimson hair, lash extensions and fingernails that go on for miles are as much a part of her persona as her speed on the track. All of that is featured in the new ad, which celebrates Richardson in all her glory. The camera takes its time in capturing her muscular frame and her pensive face as she warms up and prepares to blast off the blocks wearing a pair of shiny red Beats Studio Buds, seemingly immersed in West’s new tune.
The spot aired last night during game six of the NBA finals. It marks Richardson’s first major advertising appearance following her ban from the Games after she tested positive for THC. Industry observers have predicted that Richardson’s star would continue to rise despite the controversy, and this campaign seems to bear that out. “Whether she’s breaking records or the traditional athlete mold, Sha’Carri’s journey in the global spotlight is only just beginning,” Beats by Dre said in a statement.
Beats Studio Buds, the product promoted in the spot, were previously introduced in a campaign starring Serena Williams, rapper Roddy Ricch and comedian Druski.
West’s new track, “No Child Left Behind,” is from his upcoming album “Donda,” which drops this Friday, July 23. The ad also teases a listening event for the album on Apple Music’s livestream at 8 pm ET.