Travis Scott has gone cinematic in a new action-packed ad for his latest sneaker collaboration.
In the explosive ad, La Flame aka Jumpman Jack unveils his new Jordan kicks while partaking in various sports including hiking, boxing, running, motocross, snowboarding, and more.
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“Yeah life’s a journey full of choices, and risks. There’s a fork in the road. So whatchu gonna be? How hard? How fast? Make a choice,” he begins, serving as narrator.
He continues, “I’m talking multifaceted performance athlete on and off the court. Active hiking, moving, running, a fire in you there, every day waiting to be lit. Partying, raging, working out. Your choice enhances what you do. I made my choice. I’m doing it all.”
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The announcement was accompanied by a mock movie poster featuring the Houston native sporting a hoodie, aviator goggles, and a large neckpiece, set against a backdrop of various action scenes.
“Lights. Camera. Jack. The all-new Jumpman Jack. Coming soon,” Jumpman captioned the post.
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Watch the action-packed ad below.
Comments left below the announcement revealed that the sneakers, advertised as “coming soon,” in reality sold out nearly within minutes on the very day the ad was placed on YouTube, February 4.
“Sold out in under a min,” wrote one user.
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Another called out the shoe brand for what they believed to be poor execution, writing, “@Jumpman23 @trvisXX where is the supposed love for your fans??? Shoes sold out in seconds! Don’t tell me that wasn’t bots! Stop the lies and stop telling us you do it for the fans, all lies!!!
“coming soon” bro they sold out,” a third comment reads.
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The shoes are listed on resale sites starting at $1,500 and going to upwards of $4,300.
Last year, Scott flexed his creative talents as he led the redesign of Nike’s Mac Attack sneaker in collaboration with tennis legend John McEnroe.
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Despite a seemingly tumultuous partnership — one many speculated was acted out for publicity — the sneaker was delivered to the masses in a white, light silver, and black colorway, with mesh and leather detailing.
“The classic silhouette from the 80’s is back with the Attack, inspired by the hot-tempered spirit of tennis legend, John McEnroe,” Nike announced during the marketing campaign.
In music news, on Sunday (February 4), Scott called out the Grammys for snubbing him during a fiery rendition of his “FE!N” single alongside Playboi Carti.
During the live performance, he ad-libbed the phrase: “They slept on me 10 times,” in reference to his 10 nominations but zero wins at the awards.
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Scott also closed out his set by smashing folding chairs against the ground, although it’s unclear if this was an act of frustration or merely part of his typically amped-up show.
His sole nomination at the awards ceremony was for Best Rap Album, with UTOPIA going up against Nas‘ King’s Disease III, Metro Boomin‘s Heroes & Villains, Drake and 21 Savage‘s collaborative effort Her Loss and eventual winner Killer Mike‘s Michael.
