J. Cole, Mark Jackson
J. Cole never hides where he stands on basketball, and his latest music release made that clear again. The rapper dropped a four track freestyle pack titled Birthday Blizzard ‘26, arriving less than two weeks before his upcoming album The Fall-Off. While the project flexes lyrical sharpness and urgency, one bar in particular caught the attention of New York Knicks fans.
On “99 Build Freestyle,” Cole took aim at the Knicks’ recent coaching search, venting frustration over the organization not hiring Mark Jackson. The moment blended hip hop, hoops, and New York identity in a way that felt personal rather than performative.
Cole rapped, “*Thought that I was finished, then it all start crashin’, made me remember why a n–ga start rappin’, I’m pissed, ‘cause the Knicks coulda hired Mark Jackson.*” The line landed quickly across social media, especially among fans already divided over how the Knicks handled their post Tom Thibodeau transition.
Cole’s New York Roots Run Deep
Cole’s connection to New York stretches far beyond fandom. He lived in the city for more than a decade while working to break into the music industry, long before mainstream success arrived. He also attended St. John’s University, embedding himself even deeper into the city’s sports and cultural fabric.
Even now, Cole spends considerable time in the city. Fans regularly spot him biking through Lower Manhattan, reinforcing his unofficial status as an honorary New Yorker. That history explains why his critique of the Knicks felt rooted in loyalty rather than noise chasing.
Basketball also remains a serious lane for Cole. In June 2023, the North Carolina native became a minority owner of the Charlotte Hornets, joining an ownership group led by Gabe Plotkin and Rick Schnall after the franchise purchase from Michael Jordan. The move cemented Cole as more than a casual observer, placing him directly inside NBA decision making.
That background gives weight to his criticism. When Cole voices frustration about coaching hires, it comes from someone who understands both the culture and the business of the league.
Why Mark Jackson’s Name Still Resonates
The Knicks entered a prolonged coaching search after firing Tom Thibodeau following their 2025 playoff run. Several teams reportedly blocked New York from interviewing active coaches, leaving the process stalled. During that stretch, former Knicks coach Rick Pitino publicly suggested the organization consider Mark Jackson, CBSSports reports.
Jackson, who played for Pitino early in his NBA career, responded respectfully to the endorsement without pushing for the job. “He’s a legend,” Jackson said of Pitino, praising his impact on St. John’s and calling him one of the greatest coaches in sports history.
Pitino coached Jackson during his first two NBA seasons, a period that included Jackson winning Rookie of the Year in 1988 and earning an All Star selection the following season. That history continues to shape how Jackson’s name surfaces whenever New York evaluates leadership.
Support for Jackson extended beyond Pitino. Kevin Garnett echoed similar sentiment on the “Ticket and the Truth” podcast, saying Jackson would bring energy and authenticity to Madison Square Garden, per Basketball Network. Garnett framed Jackson as someone who understands New York’s edge and expectations.
Cole’s lyric tapped directly into that ongoing conversation. For Knicks fans who wanted a cultural reset alongside a tactical one, Jackson represented familiarity mixed with credibility. Cole voiced that frustration succinctly, turning a coaching debate into a viral cultural moment.
Whether intentional or not, the line reinforced how deeply Knicks decisions ripple beyond basketball. For J. Cole, it was less about nostalgia and more about belief in what New York basketball could represent.