Niko knows...CULTURE // Issue #13
What's going on in the #Nikoverse? ✨🪐 There's a ton of hip-hop, soccer, podcasts, basketball, football, and gaming happening. To sum it up: a lot of culture.
Yoo! Welcome back to my weekly Cultural Newsletter, where we’re breaking down the latest in hip hop, sports, and culture! Rhythm + Flow is back—Season 2 drops November 20 with DJ Khaled, Latto, and Ludacris taking over in Atlanta. Expect guest appearances from Big Sean, Busta Rhymes, and Season 1 winner D Smoke. $250K is on the line! In football, NFL x Roc Nation keeps rolling. Roger Goodell confirmed their partnership is still going strong, with Roc Nation shaping Super Bowl performances. Kendrick Lamar is set for the next halftime show. French Montana enters the energy drink game with Monster’s Ultra Vice Guava—a zero-sugar hit packed with energy, reflecting his bold lifestyle. Jude Bellingham goes for gold with Adidas, launching his first signature boot, the “BelliGold,” alongside a matching sneaker and apparel collection. Lastly, Lewis Hamilton gets candid in “Push, Push,” a new film celebrating his career, screened in Austin as he reflects on his journey in F1.
Go! Go! Go!
#NikoKnows…HIP HOP
Rhythm + Flow Season 2 Drops the Beat in November: New Judges, Same Fire
Rhythm + Flow is back for season two, premiering on November 20 after a long delay.
New judges DJ Khaled, Latto, and Ludacris take over, with Atlanta as the fresh setting for the competition.
Guest judges include rap heavyweights like Big Sean, Busta Rhymes, and Remy Ma, plus a return appearance from season one winner, D Smoke.
Netflix’s hit rap competition show Rhythm + Flow is finally making its highly anticipated return on November 20. After a long wait, the second season will feature a new panel of judges—DJ Khaled, Latto, and Ludacris—who will guide aspiring rappers to superstardom. This time, the battle moves to the streets of Atlanta, setting the stage for raw talent to shine.
The just-released trailer also hints at an all-star lineup of guest judges, including Big Sean, Busta Rhymes, GloRilla, and Remy Ma. Even D Smoke, the first season’s winner, will make an appearance, having built a thriving indie career since his win.
The format remains similar to shows like American Idol, but with a focus on rap, offering contestants the chance to win a cash prize instead of a record deal. Last season’s prize was a cool $250,000, which is plenty to launch a career and drop some heat.
#NikoKnows…AMERICAN FOOTBALL
NFL and Roc Nation Keep the Hits Coming: Goodell Confirms Partnership Extension
NFL Commissioner Roger Goodell confirmed the continued collaboration with Jay-Z and Roc Nation, calling it a "mutually positive relationship."
Roc Nation has spearheaded major NFL entertainment, including Super Bowl halftime shows, and supported the league’s social justice initiative, Inspire Change.
While the original five-year deal was worth $25 million, details of the new extension remain undisclosed.
As the NFL season charges ahead, Commissioner Roger Goodell took the opportunity at the NFL owners meeting in Atlanta to confirm that the league’s collaboration with Roc Nation is still going strong. Goodell praised the partnership, stating that both Jay-Z and Roc Nation CEO Desiree Perez are “happy,” leaving no room for contract talk.
Since their partnership began in 2019, Roc Nation has played a key role in selecting artists for major NFL performances, including the Super Bowl halftime show, and has contributed to the NFL’s Inspire Change initiative, which has funneled $375 million in grants to social justice causes. The deal, originally worth $25 million over five years, is set to continue, though details of the extension are still under wraps.
The collaboration has brought headline performances from artists like Rihanna, The Weeknd, and Shakira to the Super Bowl stage, with Kendrick Lamar set to perform at the next one in New Orleans. Despite mixed reactions when the partnership launched, it has since proven to be a major success in enhancing the NFL’s entertainment value and supporting its cultural and social outreach.
So, rest assured, the NFL x Roc Nation partnership—and those epic Super Bowl halftime shows—are here to stay.
#NikoKnows…CULTURAL COLLABORATION
French Montana Goes Monster: New Ultra Vice Guava Flavor Takes the Energy Drink Game by Storm
French Montana has teamed up with Monster Energy to launch a new flavor: Ultra Vice Guava—a refreshing, zero-sugar energy drink.
The drink combines bold guava flavor with Monster’s signature energy kick, designed to reflect French’s energetic lifestyle.
With this partnership, Montana shows he’s not just dropping hits in the studio but also making waves in the lifestyle space.
French Montana isn’t just conquering the music scene—now he’s taking over the energy drink game too! In an exciting collaboration with Monster Energy, the rap star has introduced his very own flavor, Ultra Vice Guava. This new addition to Monster’s lineup delivers a burst of vibrant guava flavor, all with zero sugar, making it the perfect pick-me-up without the crash.
Reflecting Montana’s bold and energetic persona, the drink keeps you moving whether you're hitting the studio or chasing your dreams. “It’s more than just a drink—it’s a lifestyle,” says French Montana, embracing his new role in the Monster Energy fam.
Packed with flavor and energy, Ultra Vice Guava is the perfect blend for those looking to stay focused and fueled, proving French is just as powerful in the lifestyle space as he is in the music world.
#NikoKnows…FOOTBALL CULTURE
Jude Bellingham Goes for Gold: Adidas Drops First-Ever Signature ‘BelliGold’ Predator Boot
Adidas has launched Jude Bellingham’s first signature boot, the Predator BelliGold, which he’ll debut in Real Madrid’s match against Celta Vigo.
The boot, designed in collaboration with Bellingham, features a sleek black and gold design, with his ‘JB’ logo and accents celebrating his stellar year.
Alongside the boot, Adidas is releasing a signature Gazelle sneaker and the second part of Bellingham’s Originals apparel collection.
Jude Bellingham is stepping up in style with Adidas, unveiling his first-ever signature boot: the Predator BelliGold. Known for his sleek play and undeniable skill, Bellingham worked with Adidas to design a boot that reflects his game and off-pitch fashion. The result? A striking black and gold colorway that blends performance with style.
Featuring Bellingham’s new ‘JB’ logo on the iconic fold-over tongue, the BelliGold celebrates his incredible year of achievements, including a domestic league title and a UCL winner’s medal. Gold accents on the three stripes and outsole make this boot as luxurious as it is functional.
The launch doesn’t stop there. Adidas is also dropping a matching Gazelle sneaker and the next installment of Bellingham’s Originals apparel collection, all following the black and gold theme. With premium materials and bold design, the collection mirrors Bellingham’s elegance on and off the pitch.
For Bellingham, this is a dream come true. “Growing up, I never imagined having my own signature Predator. It reflects who I am as a player and my style away from the game. I can’t wait to wear it and see it in action,” he said.
#NikoKnows…FORMULA ONE
Lewis Hamilton Hits the Screen with ‘Push, Push’—A Candid Look at His Journey
WhatsApp and the Mercedes-AMG PETRONAS F1 Team honor Lewis Hamilton with a new film, Push, Push, highlighting his career’s highs and lows.
The film features a heartfelt conversation between Hamilton and a group of teens, where he discusses overcoming challenges and the importance of family, friends, and teamwork.
Hamilton celebrated the release with a screening in Austin, followed by a chat with F1 presenter Naomi Schiff about life, racing, and staying connected to the past.
WhatsApp and Mercedes-AMG PETRONAS F1 Team are celebrating Lewis Hamilton’s legendary career with a new film titled Push, Push. Released on Friday, the film features Hamilton in an intimate conversation with a group of teens, reflecting on his personal and professional journey. From overcoming challenges to being propelled by the love and support of those around him, Hamilton offers heartfelt wisdom, reminding the teens, “If we go together, nothing can stop us.”
Hamilton marked the occasion with a special screening at Stubb's BBQ in Austin, Texas, where he joined F1 presenter Naomi Schiff for a discussion about racing, life, and finding strength in one’s past to drive toward the future.
The F1 star even got a shoutout from Vice President Kamala Harris, who recently mentioned she’s a fan of his—something Hamilton called “surreal” ahead of the US Grand Prix.
And that’s a wrap! From Rhythm + Flow’s fiery return to French Montana breaking into the energy game, and Jude Bellingham stepping up in style with Adidas—culture, sports, and innovation are colliding like never before. With the NFL and Roc Nation shaping the future of entertainment, and Lewis Hamilton sharing his journey, it’s clear that these power moves are redefining the game. Stay tuned for more next week as we continue to follow the trends that are shaping the future.
Best, Niko