Most kit launches follow a pretty standard routine these days. Clubs tend to tease the strip with some ambiguous close up and meaningless slogan, before the grand unveiling.
It gets pretty tedious, as do the endless 'leaked' kit images in the run up to the launch, but overall it tends to work pretty well.
So what on earth possessed West Ham to launch their new strip for the 2016/17 season with an awkward song from a 'Gentleman' rapper? That's not a joke by the way.
The man, comedian Chris Turner, launched into a rap about everything and at the same time nothing, which was met with an awkward response from the crowd. If you really have to, you can watch the video below.
West Ham, for their part, claimed the event that was held in Stratford was “Streamed live on the Club’s YouTube and Facebook channels and produced in conjunction with content agencies Brawl and WTF Creative, the launch set a new standard in digital engagement by a Premier League football club.”
Fans of other clubs (and Hammers supporters as well) haven't missed the chance to lay into the club over the cringe-worthy incident, and you can see the best of the reaction below.
West Ham have fallen foul of a few faux pas of late, from selling foam replicas of their stadium to selling off seats from Upton Park ahead of their move to the Olympic Stadium - which has also caused no end of controversy.
It was revealed earlier this year that the Hammers would only be paying £2.5 million on the stadium that was built with public money. £272 million was spent converting the stadium so it was ready for Premier League football - with West Ham contributing just £15 million towards those costs.
West Ham deny that the deal is weighted in their favour and insisted: "Someone renting the stadium for 25 days a year cannot be responsible for 365 days' running costs."
Do you think West Ham have an unfair advantage by moving into the Olympic Stadium?