Highsnobiety

With diverse brand partnerships ranging from Nike to McDonald's, who hasn't Travis Scott collaborated with? Still, the undisputed king of collaboration managed to catch fans off-guard yesterday when he announced he was teaming up with PlayStation yesterday. But what does this partnership even mean?

Scott revealed the collaboration on Instagram yesterday with a cryptic black-and-white video, showing him sitting on a chair in front of a sound system and TV and booting up a PS5 interlaced with clips of Sony employees rocking custom Cactus Jack merch and a previously unseen PlayStation Nike Dunk Low.

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The clip didn't say much about what a Travis x PlayStation collab would entail, but in a statement released subsequently the rapper elaborated on this "creative partnership."

“I’m super thankful and excited to be able to bring my strategic and creative vision to the rollout of such an iconic product,” Scott shared. “I’ve always been a fan of PlayStation and the brand they’ve built, and this is another example of finding a partner who believes in and trusts Cactus Jack to execute for their brand. This is just the beginning of an incredible partnership.”

In a blog post, Sony PlayStation noted that the partnership was born out of La Flame being a PlayStation fan. In his new role as Strategic Creative Partner, Travis Scott is expected to roll out innovative projects through his Cactus Jack imprint around the release of Sony’s highly-anticipated next-gen console.

To kick things off, Travis revealed he had rebuilt PlayStation's Japan office. And while the remainder of his creative collab remains a mystery, next up we could see the PlayStation Dunk drop – perhaps to coincide with the PlayStation 5 release on November 12?

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