Jay-Z performed at Nike’s inaugural World’s Basketball Festival at New York’s Radio City Music Hall last night (August 12).

J ran through a full set of some of his biggest hits like “Run This Town”, “On To The Next One” featuring Swizz Beatz and “U Don’t Know” featuring Memphis Bleek for the enthusiastic crowd.

Jigga wasn’t done there as he took it back to his first album ‘Reasonable Doubt’ and ripped through “Can I Live’, before dropping “PSA” and “Empire State Of Mind”

Nike will hold the event annually in celebration of the performance and culture of the game of basketball.

The four day event runs through August 15.

Sidenote: No matter when JAY-Z runs through the boroughs and asks whose in the house — Brooklyn is always the loudest.

Jay-Z Performing “Run This Town” x “On To The Next One” ft Swizz Beats x “U Don’t Know” ft Memphis Bleek.

Jay-Z Performing “99 Problems” x “Can I Live” X “PSA” x “Empire State Of Mind”

We all know that Gen Y is the most cynical generation on earth when it comes to marketing and advertising. They hate being ‘sold’ to and expect so much more from a brand than just the product.

This cynicism has spawned an amusing trend  where cool young things – we’ve dubbed them Brand Whores  – are appropriating corporate logos and turning them into ironic fashion symbols. From McDonalds to KFC, Brand Whores are poking fun at brands and our rampant consumerist culture.

Not that the brands mind, we presume. Any opportunity to have their logos splashed about – irony, or no irony – is a chance to market. - Laura Demasi