This season, the Toronto Raptors made the playoffs for the first time since 2008. The franchise hasn't won a playoff series since 2001, and as the three seed, the Raptors will be favored over the Brooklyn Nets. So naturally, the team and its fans are excited.
That excitement led to #WeTheNorth, a playoff promotional video narrated by Toronto native Drake. Before the start of the season, as part of a rebranding effort, Toronto named Drake the team's "global ambassador." This video is one of the first fruits of that relationship.