Harlem native Dave East is having a breakout year. After signing to Nas’ Mass Appeal Records imprint, he’s appeared alongside – and held his own against – both veterans (Skeme, Lil Bibby) and legends (N.O.R.E, Styles P) alike, and has released a well-received Gangsta Grillz mixtape with DJ Drama (Hate Me Now). Now, Dave has been tapped by Under Armour and Finish Line to provide a song for their new #TightForTomorrow campaign, which stars New York Knicks guard Jerian Grant, “Winners Never Lose.”
Heavy on the bass and heavier on the lyrics, Dave shows off the same confidence that likely attracted Nas over the short, one-verse track. The song sounds actually sounds like an entrance song for a sports player, and with the Knicks’ Kristaps Porzingis already the benefactor of his own rap song why can’t Jerian?
Watch the advert for #TightForTomorrow, below.