The New York Post has published a rather disturbing column from sports writer Phil Mushnick about the “urban” branding of the Brooklyn Nets, in which Jay-Z is a co-owner of the basketball franchise.

In his “Equal Time” column (published on May 4), Mushnick is upset over the new team’s black and white colors and encourages the other team owners to go to extremes with their “urban” marketing of the Nets.

He writes:

“Why the Brooklyn Nets when they can be the New York N—ers? The cheerleaders could be the Brooklyn B—–es or H–s. Team logo? A 9 mm with hollow-tip shell casings strewn beneath. Wanna be Jay-Z hip? Then go all the way!”

Not only is Mushnick’s column inflammatory, his stereotyping of Jay-Z (and hip-hop, for that matter) is unnecessary to say the least.

Another big question here is how did this ignorant article get passed the NY Post editors? Do they believe that Jay-Z is “urbanizing” the Brooklyn Nets, as well?

Jay-Z has yet to comment on Mushnick’s column.