Why Devin Booker put song by rap legends De La Soul, MF DOOM in Nike Book 1 ad
Every superhero needs their theme music.
Fans roared when Devin Booker ran through the player's tunnel and entered the Footprint Center's court for his individual warmup before the Phoenix Suns beat the Milwaukee Bucks on Tuesday.
The arena's in-game playlist curator DJ Automatic played bass-thumping New York boom-bap tune "Rock Co.Kane Flow" by De La Soul and MF DOOM when Booker arrived.
The collaborative single was originally released in 2004 on De La Soul's album 'The Grind Date.' Booker put the song in his new Nike Book 1 signature shoe commercial, which premiered on Monday. The ad was also shown during a Suns-Bucks timeout on the Footprint Center's jumbotron.
Although Booker doesn't know much about those two legendary rap acts, he explained to The Arizona Republic why he chose their collaborative track.
"I actually didn't know the song before I put it in the commercial, but once the options ... we had a song at first but I just wasn't feeling it. So they sent back some more and I have a great team that knows the history and put me on, so it was a great time."
The shoe's initial grey and cream "Mirage" colorway featured in the commercial is scheduled for release on Feb. 17 during the NBA's All-Star Weekend, which Booker's been selected for the fourth time in his nine-year career.
Welcome to the World of Book ????
Available on SNKRS and at select retailers February 17. pic.twitter.com/PBalp0GAJI— Nike Basketball (@nikebasketball) February 6, 2024
In a double entendre for his abbreviated nickname "Book," the ad depicts a storybook told to school children in a library about fulfilling his life dream as a basketball star. The promo features Kevin Durant, recent Suns Ring of Honor inductee Shawn Marion, Phoenix Mercury's Diana Taurasi, Booker's father Melvin Booker and more.
The 27-year-old Booker's a renowned hip hop fan who's gone viral on social media in the past for his concert appearances with Jack Harlow and Drake, and the latter helped with the Book 1 rollout last September. Booker's also a fan of some legacy rap artists such as Public Enemy's Flavor Flav, and has frequently been seen wearing that group's hat as part of his casual attire.
But he wants to learn more about De La Soul and the late rapper for the feeling the song gave him.
"I will now. I did that song," Booker said. "I'm doing my research now."
Devin Booker entered the court for his individual warmups and @djautomatic immediately began playing De La Soul and MF DOOM’s 2004 classic “Rock Co. Kane Flow.”
That song closes Booker’s new Nike Book 1 shoe ad, which was released on Monday. pic.twitter.com/f0yCNIfrQt— DANA (@iam_DanaScott) February 7, 2024
After MF DOOM's original group KMD disbanded in the early 1990s, he rose to fame during his second career act in the 2000s. He memorably wore a 'Gladiator' film-inspired metal mask as a self-proclaimed rap villain before his death in 2020.
De La Soul is one of rap's longest touring acts since 1988. One-third of De La Soul in Dave Jolicouer (aka Trugoy The Dove) passed away in February 2023. Jolicouer was memorialized at this past Sunday's Grammy Awards ceremony among music's most memorable artists and industry professionals who died over the past year.
This article originally appeared on Arizona Republic: Booker explains putting De La Soul, MF DOOM in his Nike Book 1 ad
