Get Dazed direct to your inbox
The anarchic rap group's track "You Might Think He Loves You For You Money But I Know What He Really Loves You For And It's Your Brand New Leopard Skin Pillbox Hat", taken from their third album Government Plates, is currently soundtracking a new ad featuring Adidas Predator Instinct boots and Spanish footballer Xavi.
It's a fairly standard sports ad – all slow-mo athleticism and some stop-mid-air-like-Neo football kicking, but the Sacramento band manage to liven up the atmosphere. Check it out below:
Death Grips split up extremely suddenly earlier this year, less than a month after dropping a surprise LP with everyone's favourite person, Björk. In typically lo-fi style, they wrote a note on a napkin.
Some fans aren't too happy with what they see as a sell-out move when the advert dropped yesterday, . Others were quick to spy a conspiracy:
Death Grips were in a shoe commercial can't believe they would sell out like that!!— Christopher (@overviIIe) September 1, 2014
I bet Death Grips took a hefty sum from the Adidas commercial and decided to call it quits before they were described as "mainstream" again.— Raúl (@rapocab) September 2, 2014
Either way, it's nice to see Sacramento's sons of noise rap immortalised by Adidas, even if it does seem like a pretty odd choice.
The fact that they used Death Grips for an adidas commercial is awesome and weird at the same time— Andrew Sauter (@Sauterand) September 1, 2014
Follow Thomas Gorton on Twitter here @angstromhoot