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 & is now available for your viewing pleasure below. A 30-second version of the campaign features flashes of NBA stars like Carmelo Anthony, James Harden, LeBron James, Dirk Nowitzki & more with an appearance from K. Dot mouthing the lyrics to his inspirational tune. The good kid will also be performing “I” at the NBA/TNT concert on 10.30.2014!!!