To launch the 2022–23 NBA G League season, the league partnered with rap icon and team co-owner 2 Chainz to star in a bold new campaign set to his hit song “I’m Different.” The campaign repositions the G League as “a whole different league,” spotlighting its gritty, underdog spirit and the journey of players like Jordan Poole who rose from the G League to NBA stardom. Blending elements of a music video, graphic novel, and video game, the work aired across national media and celebrated both the league’s growth and the 10th anniversary of 2 Chainz’s breakout track.