The events will be presented by Travis’ Foundation Cactus Jack and will feature the Cactus Jack Concert Series that will take place on Feb. 17-18 in Salt Lake City. 

Houston artists Don Toliver and Sheck Wes are also set to perform.

In addition, Cactus Jack will feature GRIT Rail Jam which is a snowboarding competition that will feature professionals and amateurs, including a pop-up shop for products such as his new Jordan sneakers.

A rapper who also worked with the NBA was Dreamville leader J. Cole who was recently on the cover of NBA2K23. Cole also dropped a verse for the video game. 

Travis’ upcoming NBA event collaboration follows after many fans “canceled” him for the AstroWorld Festival tragedy that resulted in 10 deaths in 2021. 

In addition, Travis worked with the United States Conference of Mayors in the aftermath of the tragedy to help prevent further concert-related tragedies by discussing various safety measures.

Hip-hop continues to make waves in the sports realm.

Recently, rap superstar Drake’s clothing brand OVO, or October’s Very Own partnered with the NFL to create a new line of merchandise. On Twitter, OVO’s page shared rap icon Lil Wayne modeling a jacket for the Green Bay Packers and Buffalo rapper Benny The Butcher donned clothing to rep for the Buffalo Bills.