FASHION: Kendrick Lamar Partners With Reebok Classics

Kendrick Lamar has joined Reebok Classics yesterday, signing an endorsement deal with the brand.In celebration of the 25th anniversary of the Reebok Ventilator, their new ad campaign features Kendrick sporting the Ventilators while rhyming and walking around his hometown of Compton, California. His first capsule collection will also feature limited-edition Ventilator styles and is scheduled for a June 2015 release. Reebok also released a statement in response to the deal:

“Reebok and Kendrick Lamar bring a joined vision of celebrating the limitless potential of youth through a short film created to pay homage to kids in Lamar’s hometown of Compton, CA. The video, “Reebok Presents Kendrick Lamar,” was directed by acclaimed director Anthony Mandler and was shot at locations that hold true meaning in Lamar’s life. A nod to his roots, the short film features today’s standouts at his alma mater, Centennial High School. The youth featured in this film are showcased to inspire the new generation to find their voice, and not to be afraid to become their best selves. The short is narrated by Kendrick through a powerful verse called “Kendrick Lamar – I AM” – his own personal ode to Compton.”

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