As the Conference Finals in the 2020 NBA playoffs heat up, Big Sean has been recruited to musically represent the culture.
Both the NBA and ESPN are set to run commercial spots featuring Big Sean and Lil Wayne’s most recent collaboration “Don Life.”
“Big, big pay-off moves on and off the radar/You can’t afford to miss a layup when you in the playoffs,” the G.O.O.D. Music lyricist spits with urgency on the track, making it an ideal backdrop for the unpredictably intense scenes the NBA postseason can bring.
The league-sponsored clip will signify the end of its Whole New Game” campaign and will air during Game 2 of the Western Conference Finals between the Los Angeles Lakers and Denver Nuggets on Saturday (September 19). ESPN will arc the Key Wane, Hit-Boy and Johan Lenox-produced track into its NBA Finals Anthem during the upcoming Game 3 of the Eastern Conference Finals between the Boston Celtics and the Miami Heat.
“Don Life” will also serve as the latest installment ESPN’s “Rise Together” post-season creative platform that was unveiled at the beginning of the NBA Playoffs. It embraces and empowers the spirit of the community rising up throughout this unprecedented time and serves as a reflection of the extraordinary journey of this season and beyond – from the loss of legends to battling both a global pandemic and social injustice.
Despite his Pistons not even being invited to the Bubble on account of their 20-46 record, fans can anticipate seeing Big Sean front and center during Game 1 of the NBA Finals in part of the league’s official celebrity and influencer virtual night.
The “Don Life” song can be found on Big Sean’s recently released album Detroit 2 which as of press time, sits atop the Billboard 200 chart. Revisit the record above and watch both NBA commercials below.