Kendrick Lamar released one of the most anticipated records of the year a few weeks back when the powerful “i” impacted our headsets out of nowhere. Capitalizing on K Dot’s popularity and the record’s self-empowering message, the NBA has decided to go ahead and use the song in their 2014-2015 promo ads.

The single will serve as the backdrop to the NBA’s promotional videos for the season and is now available for you to watch over at NBA.com (for some reason can't be embedded). The first ad that’s being aired shows flashes of NBA stars Carmelo Anthony, James Harden, LeBron James, Dirk Nowitzki and others, while K. Dot can be seen rockin' a baseball cap and mouthing the lyrics to his inspirational record.

Look for K. Dot to perform “i” at the NBA/TNT concert on October 30th.

Watch the first ad right here.

[Via]