After some time out of the limelight and in the studio, Kanye West has spent his past week teasing fans. After the Lil Nas X courtroom teaser on the single he co-produced, in collaboration with Beats By Dre he has dropped a surprise ad to promote his anticipated tenth album starring banned Olympic athlete Sha'Carri Richardson.
A top gold medal contender for the 100-meter sprint, Sha'Carri Richardson’s Tokyo 2020 Olympic dreams were shattered when the United States Doping Agency suspended her after detecting marijuana in her system. Infuriated outrage soon ensued, with commentators condemning the decision as “illogical, unjust and dangerous”.
Like many athletes before Richardson, her adversity has thrust her into the spotlight. Despite not competing in the Games, brands including Nike and now Beats By Dre have extended their support.
Against the tagline ‘Live Your Truth’, Richardson is seen preparing to sprint as she listens to No Child Left Behind – a single from Kanye West’s anticipated tenth album Donda – with her Beats Studio Buds.
The ad points viewers towards the Donda Listening Event Livestream on Apple Music at 8pm ET. The commercial first aired during Game 6 of the NBA Finals.
The album teaser follows Lil Nas X’s Nike courtroom teaser to promote his new single Industry Baby, which is co-produced by West.
Well-versed in working with elite athletes, the ‘Live Your Truth’ ad follows Beats by Dre’s ‘Unleashed’, which starred Simone Biles, LeBron James, Serena Williams, Ramla Ali, Miho Nonaka, Shaun White, Jasmine Perry and Leticia Bufoni, among others.
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: 'Sha'Carri Richardson & Kanye West'