Grammy-nominated rapper Wale and Nike revealed a new campaign tied to the Ice colorway of the Nike GT Future. This is the third collaboration between the hip-hop musician and iconic brand. The project centers on basketball culture in the DMV, with Washington, D.C. serving as the creative focus. The commercial features Wale alongside actor Gbenga Akinnagbe and Ant Brown, a leading point guard from Archbishop Carroll High School in Washington, D.C.
SNEAKERS
Pierre Edwards directed the spot, with Kazz Laidlaw serving as executive producer. The film acknowledges the role of D.C. in shaping elite basketball talent, referencing a lineage that includes Kevin Durant, Carmelo Anthony, Victor Oladipo, and Juan Dixon. The final scene introduces the GT Future Ice sneakers while “Michael Fredo” plays, a track from Wale’s eighth studio album, everything is a lot., released last month via Def Jam Recordings.
Nike priced the GT Future “Ice” at $200. The shoe arrives on Saturday, Dec. 13, exclusively at select Foot Locker locations. Foot Locker Hillcrest Heights in Maryland will host a dedicated in-store activation on release day.
Wale will attend the Hillcrest Heights event before traveling to Ballou High School in Washington, D.C. Later that evening, he will host a one-on-one basketball tournament with Nike, Foot Locker, and The Next Chapter. The event focuses on supporting DMV youth and spotlighting the next wave of local athletes.
The campaign connects music, basketball, and fashion through family and community ties. It recognizes the DMV’s influence on the sport and urges young players to build their futures by choosing schools in their home area.
