The Finish Line Inc. partnered with Lil Yachty, hip hop recording artist, for an exclusive digital experience that celebrates the release of the Adidas Tubular Shadow.

“This partnership makes perfect sense for our target customer who values authentic style and trend-setting artists. We are excited to bring them this product and content across all our social platforms,” said Paul Diehl, senior director of content, social and consumer trends, Finish Line.

“My life – and my style – revolve around music,” said Lil Yachty. “I express myself through my music, and it’s also important to express who I am with the clothes I wear, especially sneakers with comfort and colorways like the Tubular Shadow.”

As part of the behind-the-scenes partnership, Finish Line followed Lil Yachty around his home and in the studio, where he recorded his upcoming debut album. Lil Yachty, who sports the sneakers in the footage, will share the content alongside Finish Line on his social media channels.

“Finish Line is a quality partner and understands the hip hop industry and its audience,” said Coach K, Lil Yachty’s manager. “They have captured Lil Yachty’s essence including his unique style. They showcase why he is relevant to Finish Line customers through their digital brand storytelling.”

Photo courtesy Lil Yachty