Unheard track by rapper features in 'The Dream: all in or nothing' campaign
A new song by Kanye West has been revealed as part of Adidas’s World Cup TV advertisement. See above to hear ‘God Level’ now.
The song features in an advert for the German sportswear brand ahead of this year’s World Cup, which begins in Brazil next month (June). West can be heard rapping on the song, saying: “You see sharks in the water” as footballers including Leo Messi and Luis Suarez train for the tournament.
Tom Ramsden, Global Brand Marketing Director, adidas football, says: “The “all in or nothing” campaign is all about putting it all on the line, giving everything to your passion and accepting nothing but the best. This is a mentality which has defined Kanye’s career, making his music for the advert the perfect reflection of the attitude of “all in or nothing”. Both Kanye and adidas are global leaders in their own fields, so it is a natural collaboration.”
West signed a deal with Adidas in 2013 which he claimed at the time would make him “bigger than Wal-Mart” and is due to see him release his first designs with the company later this year.
The rapper appeared at the German company’s Global Brand Conference in Bamberg on April 7 where he revealed plans for his own signature shoe, which will be called the Yeezy.
During his speech, West praised Adidas for being “brave” in doing business with him. “To get to the point to be able to make your own shoe, and have people react to it, was such an amazing feeling that I can never let go,” West said. “When I create and when we create, it’s not based off the idea of celebrity advertising.”
Kanye West released his latest album, ‘Yeezus’ in 2013 and is believed to be recording its follow up at the moment ahead of a release later this year.