Wale Premieres New Song ‘Ghetto Speak’ in Nike DMV Cherry Blossom Foamposite Ad

Wale and Nike have finally linked up. The rapper out of the DMV has been influential within the sneaker community over the years and has promoted Nike for free in his music from the start. His 2008 song “Nike Boots” was a hit during the Blog Era and helped him make a name for himself.

Wale has been known for the sneakers he wears ever since, but for some reason, he and Nike hadn’t collaborated before. This is something that he’s brought up on multiple occasions, most notably in 2018 when he hopped on Instagram Live to show off his massive collection. While holding up an Air Mag sneaker from Back to the Future, Wale asked when the sneaker giant was going to hit him up. “When is Nike going to play fair, man? Just call me. Hello?” he said while using the sneaker as a phone. “They ain’t on the phone, they givin’ everybody else deals and s–t.”

That is until now.

Wale is the face of Nike’s DMV Cherry Blossom Foamposite One campaign, and not only is he in the commercial, he’s rapping a new song in it. Produced by Emil and Tommy Black, “Ghetto Speak” is a somber love letter to the greater Washington, D.C., area. “From a land that far too well comprehends universal madness,” Wale raps. “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 song then comes to an abrupt end and the ad features underground king Big Lordy (formerly known as Ankhlejohn) sitting down on a stoop, saying, “Background checks, you know where it started,” as a nod to the conversation around the DMV’s overall influence on hip-hop sneaker culture, especially when it comes to Foams, New Balance and the Nike Air Max Goadome aka Nike Boots.

Last year, Wale and Jim Jones got into a back-and-forth about which region started the Nike Boot trend. On the track “Fine Lines” from the Rick Ross and Meek Mill album Too Good to Be True, Wale throws a subtle jab at the Harlem rapper. “North Faces and Foams, we grew up in that jawn,” Wale raps. “We was ballin’ in Goadomes before we could Jones.”

Wale and his label, Universal Music Group, are hosting a giveaway in which fans submit pictures of themselves wearing their favorite pair of Foams for a chance to win. You can submit pics here.

There’s no word yet on whether or not “Ghetto Speak” will hit streaming.