Overview
- Samara Cyn and legendary producer DJ Premier released a sped-up cover of A Tribe Called Quest’s “Can I Kick It?” that serves as the sonic centerpiece of MLS’s new campaign.
- The cover is released as an Amazon Music Original exclusive and will be used in MLS ads that are scheduled to run during World Cup semifinal and final broadcast windows.
- DJ Premier said he consulted Q-Tip before reworking the song, and coverage describes Samara Cyn’s performance as bringing a higher tempo and playful focus to the track.
- The campaign spot features star players and celebrity owners, including Lionel Messi, David Beckham and Matthew McConaughey, to draw mainstream attention back to domestic MLS matches.
- MLS aims to close its usual midseason attention gap by linking exclusive music content, major-broadcast ad placements and celebrity faces to drive viewers to the league as play resumes.