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Nike and AJ Tracey Inspire with ‘Watch Us Rise’ Campaign

The Spurs kit launch is a marketing masterclass combining Sport and Music.

3rd Jul 2017

Sneaker Freaker

Sport and music are becoming ever intertwined.

That’s why it made perfect sense for AJ Tracey to release a new song called ‘False Nine’ to launch his favourite team, Tottenham Hotspurs new kit for the 2017/18 season. In the iconic video, premier league stars Dele Alli, Harry Kane and Eric Dier showcase their skills as the bass heavy track plays in the background.

The collaboration fuses two spheres which are so important in modern culture, with football being the biggest sport on the globe and Hip Hop being the vanguard of music in popular culture.

The West London Rapper also released his own football themed and futuristic video for the track which accompanied the advert. ‘False Nine’ which refers to the elusive attacking position showcases Tracey’s clever wordplay and passion for football, something he’s not shy of sharing with fans on his Twitter page. Produced by long term collaborator and film director Mornix, responsible for his previous video smashes ‘Buster Cannon’ and ‘Pasta,’ the video builds real anticipation for the season ahead. The video also features cheeky cameos from Vuj and Poet from Copa 90.

Check out both videos below and be sure to watch out for more Mornix pictures and AJ tracks:

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