Kendrick Lamar has become the latest hip-hop artist to land a lauded sneaker deal. The Compton, CA rapper will design a limited edition capsule collection for Reebok‘s Fall/Winter 2015 collection, which will include signature Ventilator styles inspired by Lamar’s life, style and personality.
To mark the partnership, Reebok has released a short film, “Reebok Presents Kendrick Lamar,” directed by acclaimed director Anthony Mandler. Narrated by Lamar through a verse called “Kendrick Lamar–I Am,” a nod to his roots, the film showcases standouts at his alma mater, Centennial High School, as well as the Ventilator OG, debuting Jan. 15.
“Reebok has a history of helping kids in the community realize their potential is limitless. I saw what the brand was doing, and I wanted to be a part of it and make it even stronger. It’s as simple as that. Kids that listen to my music are looking for inspiration. It’s important that I continue that message in anything I represent,” Lamar says, noting that he grew up wearing “TeeBos and Rees” (white tee, Jabo jeans and Reebok Classics). Today, his Reeboks of choice are the Ventilator and the Classic Nylon.
“With Kendrick, Reebok truly finds a new voice and together we look forward to launching ground-breaking projects over the coming months,” says Todd Krinsky, Global Vice President of Reebok Classics and Entertainment.