We've seen plenty of creative releases over the years, but West Ham United had one of the strangest kit launches on record when they unveiled their 2016-17 uniforms to the world on Saturday.
The Hammers went all out, setting up a stage outside the new Olympic Stadium and streaming the event on Facebook Live. There was a Q&A, a freestyle juggler, but the weirdest part of it all? A freestyle rapper.
Yep, a rapper.
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Billed as the "United Kingdom's finest freestyle rapper," 26-year-old comedian Chris Turner strolled out in front of the confused West Ham supporters and asked for five topics to freestyle on. Dressed in a suit and tie, Turner spat a cringeworthy rhyme over Usher's "Yeah" instrumental, referencing his clothing choices, Peter Crouch, hashtags and more.
The West Ham crowd didn't seem to know what to do, and honestly, we don't either. We'll let you, the people, decide.