Collaborations between TDE's Kendrick Lamar and the multinational athletic-wear company, Nike, was inevitable. K. Dot's popularity took off from projects, "Section.80" and "good kid, m.A.A.d city", featuring Drake, Dr. Dre, and JAY-Z. "To Pimp a Butterfly" appeared on President Obama's 2017 Playlist with "How Much A Dollar Cost". Then DAMN.-This next album had a profound effect on the industry. The single, "HUMBLE.", soared to the top of the charts, breaking record numbers. In recoginition of his elusive songwritting abilities, Lamar earned a Pulitzer Prize, solidifying his podium in music history.