Global rap icon Travis Scott worked way beyond overtime in 2020 to capture unbeatable runs in music, merchandising, fashion and footwear. It was a takeover year for the 29-year-old as he dominated headlines and rap charts to prove he’s the most culturally relevant artist of his generation.

Musically, Travis Scott still delivered excitement in 2020 even without a new studio album release. Instead, the Houston-born rapper linked up with Epic Games to produce a live, in-game concert with popular video game title Fortnite. Dubbed Astronomical, the April digital event was an extension of Scott’s Astroworld Tour from the years prior. Players of Fortnite were able to experience an interactive concert where a giant, in-game Travis Scott performed his hits all while stomping, flying and transforming inside the game’s colorful environments. Ultimately, more than 12 million people attended Scott’s Fortnite concert. The event also revealed a Scott and Kid Cudi collab which was immediately released the day after with cover arts designed by popular artist, KAWS. Elsewhere in music, Scott was commissioned to create the title theme song and merch for director Chirstopher Nolan’s blockbuster film, Tenet.

In footwear, Nike continued its relationship with Travis Scott for the year with a few sneaker releases and teasers. The first drop was the NIKE SB Dunk Low “Cactus Jack,” a paisley and check printed sneaker from the Swoosh’s skate lifestyle division. The year also delivered the musician’s Nike Air Max 270 React "Cactus Trail" — the nature-inspired kicks featured an earthy base colorway with red and blue accents. The rapper also delivered matching merchandise to accompany this particular drop. Lastly, Travis Scott opened up a raffle for fans to get their hands on his Nike and Playstation collab shoe. The Dunk Low model in monochrome tones showcasing the Playstation logo have already reached mythic proportions. Sneakerheads and Scott fans alike are now praying for a wider release.

Beyond the worlds of fashion and footwear, Travis Scott also highlighted his year with unconventional projects, one of them being with fast-food company McDonalds for merch and a meal collab. The $6 meal consisted of the rapper’s favorite menu items — a quarter pounder with cheese with custom toppings, a medium order of french fries with barbeque dipping sauce, and a Sprite.