Long Beach rapper Vince Staples brings his signature humor to Jayson Tatum’s new Jordan sneaker ad, playing a modern-day Mars Blackmon to the NBA star’s Michael Jordan. The 25-second clip, which premiered on Instagram on October 10, channels the iconic style of the classic Michael Jordan and Spike Lee sneaker commercials from the late ’80s and early ’90s.
In the ad, Staples humorously pesters the Boston Celtics forward to discuss the features of his new Tatum 3 signature sneaker. “Ayo! It’s a shoe commercial, we gotta talk about the shoe,” Staples insists, interrupting Tatum’s basketball drills. As Tatum continues to ignore him, Staples presses further: “Tell me about the foam that — what’s the foam you were talking about earlier? Aye, look. I’m really not trying to bother you, dawg, but we gotta talk about the shoe. Talk about the tech benefits!”
After a few moments of playful frustration, Tatum finally turns around, only to ask, “Tech benefits?” Staples then humorously vents his frustration to the camera, saying, “Fuck the tech benefits!” and breaking the fourth wall in a comedic nod to Spike Lee’s classic style.
The ad wraps up with a brief instrumental snippet of JAY-Z’s “Success,” his collaboration with Nas from the 2009 American Gangster album, adding even more Hip Hop flavor to the mix.
Homage to a Classic: This collaboration is a clear homage to the iconic Michael Jordan and Spike Lee sneaker commercials, where Spike Lee, in character as Mars Blackmon from She’s Gotta Have It, humorously championed Jordan’s basketball prowess and his sneakers. Vince Staples channels that same comedic energy, bridging the world of basketball and culture in a fresh, modern way, while continuing to showcase his versatility as both a rapper and actor.
The ad has been well-received for its playful tone and strong connection to basketball and sneaker culture, as well as Staples’ witty, laid-back style.