Wale Debuts ‘Ghetto Speak’ in Nike DMV Cherry Blossom Foamposite Ad

Wale and Nike have finally teamed up. The DMV rapper has been a notable figure in the sneaker world for years, promoting Nike often in his music. His 2008 hit “Nike Boots” during the Blog Era helped him carve a niche for himself.

Known for his sneaker game since then, Wale had never collaborated with Nike until now. In 2018, he famously went on Instagram Live to flaunt his collection, including an Air Mag from Back to the Future, and questioned why Nike hadn’t reached out to him. “When is Nike going to play fair, man? Just call me. Hello?” he joked, using the sneaker as a phone.

That wait has ended.

Wale is now the face of Nike’s DMV Cherry Blossom Foamposite One campaign. Not only does he feature in the commercial, but he’s also rapping a new track in it. Produced by Emil and Tommy Black, “Ghetto Speak” is a reflective love letter to the greater Washington, D.C., area. Wale raps, “From a land that far too well comprehends universal madness, not too far from the symbolic architecture that masks it. But all is fair, I guess, ‘Cause broken glass, cherry blossoms, them bullet fragments don’t look as fantastic on the pamphlet.”

The track abruptly ends, shifting to underground artist Big Lordy (formerly Ankhlejohn) sitting on a stoop, saying, “Background checks, you know where it started.” This nods to the DMV’s significant influence on hip-hop sneaker culture, particularly with Foamposites, New Balance, and the iconic Nike Air Max Goadome, also known as Nike Boots.

Last year, Wale had a public exchange with Jim Jones about which region birthed the Nike Boot trend. On “Fine Lines” from Rick Ross and Meek Mill’s album Too Good to Be True, Wale subtly commented on the rivalry. “North Faces and Foams, we grew up in that jawn,” he raps. “We was ballin’ in Goadomes before we could Jones.”

To celebrate the campaign, Wale and Universal Music Group are hosting a giveaway. Fans can submit pictures of themselves wearing their favorite Foamposites for a chance to win.

There’s no word yet on whether “Ghetto Speak” will be available on streaming platforms.