Drake’s new video is brand partnership 101.

Drake’s new single + coinciding video for "Laugh Now Cry Later" was shot at Nike’s Oregon headquarters.

It features cameos from an A-List assortment of athletes + Nike ambassadors including Kevin Durant, Marshawn Lynch + Odell Beckham Jr., to name a few.

Showcasing an unknown pair of sneakers on his feet + rumours of an OVO/Nike AF1 coming early 2021, he also visits the Nike company store, where friends of the brand can shop for the latest + greatest Nike has to offer.

The video also sports two unreleased concept Maybach’s known as the Vision Mercedes-Maybach 6 Coupe + Cabriolet.

Brands tactfully leverage his celebrity to help market themselves to his global audience - others include Sprite which used one of his breakout hits “Forever” in their campaigns.

Powerful partnerships with music can propel your brand to new heights.