As part of their one-year partnership, Nas received financial support for the promotion of his "Untitled" album and tour in exchange for his support for a brand he'd grew up wearing. In describing the partnership, Nas stated "My best friend Will and I loved FILA... It represented prestige and everything that was cool to us. When Will passed, we buried him in a black FILA sweatsuit, so doing a deal with them has a lot of significance for me." Now that's deep.