Travis Scott and Jordan Brand have once again gone all out to promote the release of their next sneaker project. After recruiting the likes of Richard Hamilton, Randy Mossand Mick Foley for previous collaborations, the duo has enlisted NBA legend Dennis Rodman for their latest video campaign.

Travis just posted a new commercial for his “Velvet Brown” Air Jordan 1 Low ahead of the sneaker’s release tomorrow. The clip initially shows hundreds of people lining up in a snowy, undisclosed location, waiting to enter a store modeled after a giant version of Travis’ “Velvet Brown” Air Jordan 1 Low.

The video then shows a person unboxing the “Velvet Brown” collaboration, where they find a golden ticket attached to the outsole of the shoe, similar to the story of Willy Wonka and the Chocolate Factory. A few seconds later, the golden ticket holder appears in front of a Cactus Jack-themed factory before riding on a roller coaster, revealing Rodman to be a Willy Wonka-inspired character for the campaign. At the end of the video, Travis makes a brief appearance and greets the owner of the golden ticket at the factory.

Rodman’s connection to Jordan Brand is deep, having been part of the Chicago Bulls’ championship dynasty with Michael Jordan in the 1990s, helping the franchise win three straight titles from 1995 to 1998.

Readers can check out Travis’ new Jordan campaign in the Instagram post below.