In recent years, Nike has commissioned cutting-edge musicians to make exclusive 45 minute mixes for their promotional campaign. Past artists have included Aesop Rock and LCD Soundsystem. While the mixes have included all original music, many feature b-sides or alternate versions of current songs, adding to the work's mystique.
A press release describes the effort as, "gradually building from a warm-up period, incorporating an extended
middle section that finds a pavement-pounding groove, and ending with
a downtempo closure for cooling down." One of A-Trak's Fool's Gold Records artists, Kid Cudi, also appears on the effort, which will be for sale on iTunes.
This morning, the shoe and clothing empire announced that DJ A-Trak will be heading up the next mixtape. The Montreal native has been in Hip Hop for over a decade, winning several DMC battles as a teenager, before working with group Obscure Disorder and several other underground Hip Hop acts. In the last three years, the A-Trak landed a gig as Kanye West's touring deejay, and has since become part of the G.O.O.D. Music family, making an official remix to "Stronger" as well as doing scratches on several albums.