Every brand wants to leech onto the career and fan base of an artist to make their products cool, but if done tastefully and strategically, it may not only help to rejuvenate the brand (if it needs rejuvenating) but also do a little cross-promotion for both parties. At the very least…it says, “Hey, we like your stuff.” New Balance seemed to feel that way about Jay Electronica, as the two partnered for an episode of their short video series called Excellent Makers. What is an “Excellent Maker” might you ask? Excellent Makers are not defined by success, wealth, or status, but by a passion for what they do. These craftsmen, athletes, artists, and musicians believe in sharing their authentic, inspired visions with everyone and everything they touch. I learned a couple things in this short minute clip…didn’t know this guy was 34, and that he’s been rapping since he was 10. Well…there you go.

Excellent MakersHip HopJay ElectronicaMagnolia ProjectsNew BalanceNew OrleansRocNationVideo