J.Cole takes his Bally hiking boots and backpack to Jamaica.
The five-minute clip, directed by Maxim Bohichik of BBGUN, was shot in Kingston, Jamaica, and shows what happens when the hip-hop superstar disconnects from technology and goes “Off the Grid.” During his visit to Bob Marley’s hometown, Cole hikes through the tropical jungle, picks up the guitar, and records at Tuff Gong Studios.
“While I was visiting the Bally office in London, I noticed a black-and-white picture of Bob Marley wearing a pair of Bally boots,” says Cole. “I was impressed with the heritage of the company and how many people and places they’ve touched that I had no clue about. Jamaica was already one of my favorite places to spend time, but filming there was a way to pay homage both to Bob and to the brand’s legacy.”