Major League Soccer is storytelling through hip-hop. Rising artist Samara Cyn and legendary producer DJ Premier have teamed up to create a new version of “Can I Kick It?” exclusively for Amazon Music as part of MLS’ “Thanks World, We’ll Take It From Here” campaign. According to the league, the campaign is its largest coordinated marketing effort in league history, signaling an ambitious push to further establish soccer’s place in North American culture.
Originally released in 1990 by A Tribe Called Quest, “Can I Kick It?” has long been considered one of hip-hop’s most recognizable records. Built around a laid-back style, the song has become a staple across sports, television, and popular culture. More than three decades later, MLS is giving the classic a new voice.
Samara Cyn Continues To Emerge
That voice belongs to Samara Cyn, one of music’s emerging artists, whose style blends melodic storytelling with great rap and R&B influences. Pairing her with DJ Premier, one of the most influential producers in hip-hop history, gives that old school – new school flow, while preserving the legacy of a song that has remained relevant for decades.
The choice of “Can I Kick It?” is especially fitting for soccer. The song’s title has long carried an obvious connection to the sport, but its cultural significance extends far beyond wordplay. The original record represents confidence, creativity, and community qualities MLS appears eager to associate with the league as it continues to grow its audience both nationwide and internationally.
Rather than simply licensing an existing hit, MLS commissioned an original recording specifically for the campaign. That decision gives the league something unique while allowing two artists from different eras to reinterpret a classic through a modern lens.
The collaboration also reflects a growing trend across professional sports, where leagues increasingly use music to define their team or league culture. Campaigns are no longer built solely around highlights and game footage. Instead, leagues are investing in artists and cultural partnerships that resonate with younger audiences who consume sports as part of a broader entertainment experience.
For Samara Cyn, the project introduces her music to an entirely new audience through one of North America’s fastest-growing professional sports leagues. For DJ Premier, it represents another opportunity to demonstrate the lasting influence of his production while helping reinvent a song that has transcended generations.
The campaign arrives during a significant period for MLS as soccer’s profile continues to rise across the United States and Canada. With increased global attention on the sport and growing investment in the league, MLS appears focused on positioning itself as more than just a soccer competition. It wants to become a cultural brand.
Music has become one of the league’s most effective tools for accomplishing that goal.
If fans discover the new version through Amazon Music, social media, or an MLS broadcast, the collaboration underscores how sports and music continue to shape one another. Samara Cyn and DJ Premier are introducing a timeless record to a new generation while giving MLS a soundtrack that reflects both its ambitions and its evolving identity.
As leagues compete not only for viewers but also for cultural relevance, collaborations like this demonstrate that the soundtrack can be just as important as the action on the field.
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