adidas are loving it this week, aren't they? After all the mania following the signing of Pogba by Manchester United, straight on the back of that here is another First Never Follows video featuring your man Stormzy.
This time there's a cameo from Jose Mourinho too and more than a smattering of humour.
You can't argue with the fact that this advertising campaign is injecting some fun into the start of the 2016/17 season.
Here's the vid;