Travis Scott’s Jordan Brand Campaign Features Kanye West In Cryptic Video
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Travis Scott’s new Cactus Jack collaboration with the Jordan Brand is here and Kanye West is featured in the new campaign. On Thursday (May 9), the Houston native released a 50-second video to his social media accounts with a brief caption, typing, “Ye x The Jack, [directed by] GABREIL MOSES.”
The visuals are majorly comprised of close-up shots of Ye’s face as a faint melody plays in the background. Towards the end of the footage, the camera’s eye focuses on West’s side profile in complete silence. The clip also features Travis’ red Cactus Jack logo flashing across the screen towards the beginning. And if you know the history of Nike and Kanye West, this is kind of a big deal.
Additional videos were released for the campaign, including one that features a zoom-in shot of his new sneakers, the Cactus Jack T-REXX, while another video shows his daughter Stormi Webster and other kids rocking the kicks.
YE X THE JACK
? by GABREIL MOSES pic.twitter.com/uTEmCQuIMT— TRAVIS SCOTT (@trvisXX) May 9, 2024
Scott’s Jordan Brand campaign is to help promote his new sneaker, the Cactus Jack T-REXX. The kicks were previously code-named Jumpman Jack and have been seen on Scott’s feet for almost a year now. With collaboration, the rapper has become the first nonathlete in history to debut a signature sneaker and apparel collection with JB.
While Travis has remained pretty silent about Ye throughout his controversies, Scott recently gave his first thoughts regarding West. The Astroworld artist visited the University of Texas in April as he promoted his collegiate apparel collaboration with Mitchell & Ness, where he signed a couple of fans’ sneakers. As one fan handed Travis a pair of Adidas Yeezy Boost 350 Lows, he jerked his hand back from the sneaker and declined to sign it. “We not signing no Yeezys unless they made by Ye,” he shot back before signing more Air Jordans and Cactus Jack gear.
As for Ye, he has been anything but quiet on the music front. Ye and Ty Dolla $ign released Vultures Part 1 in February. After only five days of official tracking, the album debuted at No. 1 on the US Billboard 200.
One of the album’s leading singles, “Carnival,” featuring Playboi Carti and Rich The Kid, also hit No. 1 on the Billboard Hot 100. Ye chose to celebrate the milestone by calling out a slew of his critics, and people have deserted him. He hit Instagram in a now-deleted post where he sent a flurry of “f**k yous” and even singled Drake out.
“Rich Ty Carti and the supporters that stood by us through everything This number #1 is for you. It’s for the people who won’t be manipulated by the system,” he wrote. “And F**k everybody at the fashion houses that sided with Gabby and Hailey Bieber F**k each and every single one of yall And f**k every so called Christian and so called friend or so called family member that watched me have my kids taken out of my control… And it’s f**k Drake for taking Durk right at the beginning of the Vultures role [sic] out I’ll come back to yall if I think of more f**k you’s.”
Classic Ye, amirite?
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