Kendrick Lamar’s “i” will serve as a soundtrack of the NBA season for 2014-2015.

The self-loving single will be a musical backdrop to the promotional videos for the season and is now available for your viewing pleasure at NBA.com.

A 30-second version of the campaign features flashes of NBA stars like Carmelo Anthony, James Harden, LeBron James, Dirk Nowitzki and more with an appearance from K. Dot mouthing the lyrics to his inspirational tune.

The “good kid, bad city” star will also be performing “i” at the NBA/TNT concert on October 30th.