Lil Baby has some fun with the title’s sports-related concept in the video for his new song “Merch Madness,” teaming up with a squad of athletes to show off his philanthropic side. Lil Baby roams the halls of The Frederick Douglass Academy in Harlem, New York, and hangs out with the kids as they enjoy their new sports equipment, as filmed at a youth event where NBA players like Chris Paul and Joel Embiid gave away gear backed by Fanatics.
On June 27, the Merch Madness event reportedly gave away over 300,000 licenced pieces to approximately 100,000 underserved youth in 100 locations across the United States. Lil Baby emphasises the effort in the song, rapping on the chorus:
This year, Baby has expanded his corporate partnership portfolio significantly; in May, he announced a collaboration with Axe that included his own manga, though in a TikTok he shot to promote it, he was unimpressed with the results of an AI anime filter.
Watch the “Merch Madness” video by Lil Baby.