Most in hip-hop are aware of J.I.D.’s lyrical prowess when it comes to flexing his pen in the studio, but the Dreamville signee still has plans to take things to the next level outside of music by growing his brand. The “Skrawberries” rapper is partnering with Reebok to star in their latest commercial as part of the apparel giant’s Alter the Icons campaign, which debuts with Billboard below (Feb. 28).
The clip begins with J.I.D explaining how his rap name was given to him by his grandmother, and that she would call him jittery as a child. As far as his style, the 28-year-old is just being himself. “My style is probably an accumulation of different crazy ideas I came up with. I’m super inspired by the old-school. You have to take the authenticity of what they already created and reflect it in your own,” he says.
J.I.D. continues to stay busy on the road for 2019, as he wraps up a string of Australia dates with a final Melbourne show on Friday (March 1). The Dicaprio 2 artist then gets right back to work on the college circuit, which will run across the country until May, where he then opens up the Catch Me If You Can Tour to larger cities.
Check out the commercial below.