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There stands only a handful of hip-hop emcees who have been able to successful transcend the musical culture and find high-fashion relevance. Yasiin Bey is one that immediately comes to mind as a longstanding personality known just as much for his outspoken position in the culture as well as his smooth flowing rhymes. Together with Louis Vuitton‘s “Core Values” campaign, Yasiin Bey pays homage to one of sports’ greatest showman, one Muhammad Ali. Focused around his greatest quotes, Bey takes on the role of storyteller, offering some powerful soundbites over these two videos directed by Stuart McIntyre.