NBA Rumors: Is J. Cole's Africa League Signing A Publicity Stunt Like Pistons Tryout?

Rap star J. Cole made rounds on social media after The Athletic first broke on Monday that the 36-year-old celebrity will be playing for Rwandan club in the upcoming inaugural Basketball Africa League.

J. Cole is set to suit up for Rwanda's Patriots BBC, contracted to play professional hoops for three to six matches in the league composed of participating teams from 12 African countries.

The rapper is one of two league-allowable non-African import signings by the Patriots. He will debut against Nigerian side Rivers Hoopers this coming Sunday.

The prospect of Cole playing in the pro ranks is not unprecedented as it first gained traction last year when Cole was "offered" a tryout by the NBA's Detroit Pistons.

The Pistons were not included in the 2020 bubble, and the team sought ways to maintain marketing visibility.

"The NBA is a lifestyle brand. It's not just about basketball for the league. People follow it for the fashion, people follow it for the music associations," Pistons chief business officer Mike Zavodsky admitted in August 2020.

"There's a variety of different reasons that people follow it in addition to just the game. It's a year-round platform that the league has created. Although it's our offseason, that doesn't mean the conversation for us needs to stop."

That time, Cole was also seen taking part in offseason runs with NBA players themselves, who he has good connections with.

Cole in Detroit was an attempt to replicate Jay-Z and Beyoncé's presence at the Brooklyn Nets games.

The 6-foot-3 guard has been heavily involved with NBA activities, particularly during All-Star weekends.

Cole played legitimate high school basketball and even tried as a walk on for St. Johns. Ultimately, he decided to pursue a different route, sharing to Sports Illustrated in 2013 how difficult it would have been to be a full-time athlete.

"I knew I wasn't ready for that type of commitment and that lifestyle," Cole said of having to wake up early and train regularly several times daily.

It is no secret the Basketball Africa League is co-organized by both the NBA and FIBA, leading people to believe that Cole's signing is another marketing move to generate attention.

The Athletic's Chris Kirschner argues that Cole's signing "isn't just a publicity stunt."

"A lot of celebrities think they're good at basketball, but Cole is actually a hooper," he wrote. "He has handles and a smooth jumper."

It remains to be seen what kind of performance Cole will put up on the hardcourt, just like in the music stage, but he'd rather let his game do the talking—or rapping, for that matter.