Grammy-winner and entrepreneur Sean “Diddy” Combs and the makers of CÎROC Ultra-Premium Vodka launched a new campaign “Let’s Get It,” which is inspired by Combs and features DJ Khaled and French Montana. Combs has led CÎROC’s brand management since 2007.

“I grew up wanting to change the world. Now I want to inspire and empower the next generation to dream big, work hard and make their own success,” said Combs. “I am using my story to encourage others to follow their dreams and achieve greatness, and together with CÎROC, fueling the spirit of the hustle and celebrating the journey.”