Just hours after we found out about the soulful direction of his upcoming album, a new song by Kanye West called ‘God Level’ has been revealed in a new commercial as part of Adidas ‘The Dream: All in or Nothing’ campaign ahead of the 2014 FIFA World Cup in Brazil. In the one-minute clip, International soccer athletes like Lionel Messi, Dani Alves, Bastian Schweinsteiger, Luis Suárez, Xavi, Jordi Alba, Mesut ×zil, Robin van Persie, and David Villa show their skills on the pitch while the Chicago native can be heard rapping on the song, saying: “You see sharks in the water,” and “Provide a new coffin, you don’t see a murder like this..this often,” before closing with the words “God level.”
Tom Ramsden, Global Brand Marketing Director, Adidas football, says: “The ‘all in or nothing’ campaign is all about putting it all on the line, giving everything to your passion and accepting nothing but the best. This is a mentality which has defined Kanye’s career, making his music for the advert the perfect reflection of the attitude of ‘all in or nothing’. Both Kanye and Adidas are global leaders in their own fields, so it is a natural collaboration.”
