French emcee Joke has been tirelessly embedding himself into the French rap scene since his debut in 2009 by releasing a seemingly endless catalog of material for his fans. Thus far, Joke has offered his fanbase a mixtape, a series of three EPs, and one full-length album that has whet the appetites of many willing to lend an ear to what the trapped-out rapper has to say. It goes without saying that Joke is a stylish dude, so it should come as no surprise to see that he has partnered with Nike in celebration of its Air Max Day and the release of the brand’s new VaporMax silhouette. Catch the emcee let his lyrics fly as he gets cozy in the VaporMax.

JokeNike

The Capitol Music [France] rapper’s latest video is part industrial and part celestial– marrying technique, fashion and art, complete with smoked out warehouses, digital flaming motorbikes, and a sprinkling of statuesque women wrapped in factory plastic. This exercise in visual juxtaposition was expertly directed by Nathalie Canguilhem who you may recognize from her work with YSL, Y-3 and Diesel. What we are bearing witness to in Joke’s latest visual is “hyper-elaborate styling, which beyond the eyes, appeals to all the senses at the same time.” It’s obvious in “Vision” that Joke is zoned in on his own, both telling and showing us that he is about his business and delivers his factory-fresh brand of rap straight to the streets of France and beyond.