Joel Embiid knows how to start beef. Or at least pretend to while building his brand.

The Philadelphia 76ers phenom’s latest smack-talk success comes courtesy of Tuesday’s 118-112 OT win over the Timberwolves and ensuing troll job of Minnesota’s Karl-Anthony Towns, via Instagram.

As usual, Embiid successfully goaded his target into verbal combat. Towns responded in kind and subsequently got owned by the reigning king of NBA trash-talk.

Embiid got the best of Towns on the court, too. Coming off two games of rest due to back tightness, Embiid looked no worse for wear, posting 28 points, 12 rebounds and 8 assists on 8-of-16 shooting. Towns was solid in the loss, with 19 points and 16 rebounds, but struggled from the field at 6-of-16 while missing all four of his 3-point attempts.

We’re looking forward to the evolution of this budding social media rivalry. But even more so, we can’t wait to see more of this matchup between two of the NBA’s most exciting young big men on the court. It’s too bad they only face off twice a year.