It’s just funny a company that set out to make the best basketball sneakers for the greatest athlete of all-time is relying on a musician in their starting lineup to maintain relevance in 2016.

Let’s be clear: Jordan Brand doesn’t need anyone to help the company sell sneakers right now, not even Michael Jordan himself. But the company, which is an offshoot of Nike, Inc., figures to be a big part of the overall Nike brand growing to $50B in sales by 2020. To make sure that happens, Jordan has found an unlikely guy to help propel them forward. And he’s not an athlete at all: It’s Canada’s favorite son, Drake.