Travis Scott's Jackboys 2 Delay, Oakley Vision, and Erewhon Smoothie: Inside His Viral Week
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Travis Scott's Jackboys 2 Delay, Oakley Vision, and Erewhon Smoothie: Inside His Viral Week
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Over the past several days, Travis Scott has generated a stream of headlines across music, business, and pop culture. According to a June 30 update on his Instagram, Jackboys 2, the highly anticipated compilation album from his Cactus Jack label, was rumored for release on July 4th, Independence Day, but speculation persists that due to an ongoing feud with Pusha T, the drop could be delayed to July 11th. Travis himself teased fans on July 1st with the cryptic message on social, saying Jackboys 2 is dropping “soon as fuck,” fueling more anticipation but leaving fans without a concrete date. HipHopDX and several rap news outlets confirmed ongoing fan buzz and noted that Travis has been sharing snippets and potential album covers, further building excitement around the project’s imminent launch.
On the business front, Travis Scott was officially named Oakley’s first-ever Chief Visionary on June 26th, marking a major partnership with the brand. According to Oakley’s official news release, this multi-year collaboration will see Scott and his Cactus Jack team reimagining eyewear, apparel, and campaigns, blending Oakley’s legacy with cutting-edge design. The first “Day Zero” items—limited posters and apparel—are now available on Scott’s website, signaling the start of a fresh creative era for both brands.
Travis Scott has also made waves in the celebrity food space. On July 1st, he announced a partnership with Erewhon, the upscale L.A. grocery chain, to release a signature smoothie called the “Storm Storm Smoothie”—a playful homage to his daughter, Stormi. The smoothie is now available at select Erewhon locations, as confirmed by both Erewhon and Boardroom on Instagram.
Publicly, Travis was a standout at the inaugural Fanatics Fest from June 27-30, where he shared the stage with stars like Tom Brady and Kevin Durant. The event, hosted by Nikki Bella, was chronicled in an ESPN all-access special set to premiere July 7th. Travis Scott’s surprise concert was listed among the event’s top viral moments, alongside other highlights like KD’s panel shocker and a $2M Fanatics Games showdown.
On social media, the rapper’s concerts continue to draw attention for creating what some call “earthquake-like effects,” according to viral Instagram posts by fact.philes. Meanwhile, fans dissect every new snippet from Jackboys 2, with varied reactions ranging from excitement for new material to critiques about “recycled sounds,” as reported by Sportskeeda. These developments, especially the Oakley partnership and Jackboys 2 buildup, stand out as potentially transformative moves for Scott’s artistic and brand legacy.
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