You might know him as Yaasin Bey or as Mos Def, but either way he’s killing right now. Bey is featured in Louis Vuitton‘s new “Core Values” campaign that highlights the greatest boxer of all time, Muhammad Ali. Directed by Stuart McIntyre, Bey dances around the ring while reciting memorable quotes from the champ. Calligraphy artist Niels Shoe Meulman is also featured showcasing his dope talent with just a broom. No matter how you feel about the genre, hip-hop has definitely won.

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