Travis Scott turns Dennis Rodman into Willy Wonka in New Jordan Ad

Travis Scott and Jordan Brand have once again gone all out to promote the release of their next sneaker project. After pressing like Richard Hamilton, Randy Moss and Mick Foley for previous collaborations, the duo have brought in NBA legend Dennis Rodman for their latest video campaign.

Moments ago, Travis posted a new commercial for his “Velvet Brown” Air Jordan 1 Low ahead of the sneaker’s release tomorrow. The clip starts off by showing hundreds of people lined up in a snowy, undisclosed location, waiting to enter a store modeled after a giant version of Travis’ “Velvet Brown” Air Jordan 1 Low.

The video then cuts to someone unboxing the “Velvet Brown” collab where they find a golden ticket attached to the shoe’s outsole, just like the story of Willy Wonka and the Chocolate Factory. A few seconds later, the golden ticket holder appears in front of a Cactus Jack-themed factory before falling down a slide, revealing Rodman as a Willy Wonka-inspired character for the campaign. Travis makes a brief appearance at the end of the video, welcoming the golden ticket holder to the factory.

Rodman’s connection with the Jordan Brand runs deep, as he was part of the Chicago Bulls’ championship dynasty with Michael Jordan in the 1990s, helping the franchise win three consecutive titles from ’95 to ’98.

Readers can check out Travis’ new Jordan campaign in the Instagram post below.