Looks like Drizzy of “YOLO” had FOMO on repping brands’ mojo.
Today the Toronto Raptors announced that proud Canuck Drake, better known as “that kid in the wheelchair on Degrassi“, would be the team’s new “global ambassador” as part of a rebranding campaign after they finished last season at 14 games under .500.
This sort of stunt didn’t work so well for Alicia Keys at Blackberry or Justin Timberlake at Bud Light, but there’s no question that Beyoncé and Jay-Z earned quite a few media mentions for Pepsi, Samsung and the Brooklyn Nets. Also: Drake is a reliable presence at games who’s been known to hang out with LeBron, so it’s a more natural fit than, say, Will.I.Am and Intel.
Now what will Drake do, exactly?
First, he’ll promote the 2016 NBA All-Star Game in Toronto. Then he’ll help the team sell a clothing line and advise them on “a complete redesign of the club’s image” in time for their 20th anniversary. Seems like everything but the team’s name is up in the air, because they’re sticking with the big red dinosaur.
Here’s Drake owning the mic at a press event:
— Toronto Raptors (@Raptors) September 30, 2013
We never really got the Auto-tune thing, but Drake is one of the hottest names in hip-hop right now and he just released a new album, so this move will certainly garner a lot of press for the Raptors. And even if the new ambassador encounters some rough spots, he’ll see it through because, as he told ESPN with a sigh three years ago, “I am a Raptors fan to the death.”
Biggest takeaway from that interview? Drake would like to work with Justin Bieber “if we can make it make sense.”
Whoa. Dial it down a notch, dude.