In addition to the “I Am” spot, Reebok and Kendrick Lamar have made their new partnership super-official with a microsite announcing the signing. While dollar details obviously aren’t disclosed, the MC and the sportswear staple have presented a short sit interview in which K. Dot discusses his longtime admiration for the brand. He had this to say on his beginnings with the Vector:
How long have you been a fan of Reebok Classic?
Kendrick: Since middle school, somewhere around 7th grade. The shoe became popular when Cash Money Records hit the scene. Everybody wanted to wear “Tee Bo’s and Ree’s” as the Hot Boys would put it. White Tee, Jabo Jeans, and Reebok Classics.
After that, he went on to name the Classic Leather his favorite model and elaborate on how his music is made to inspire the youth. The brand also released this press statement on the signing:
Committed to continuously pushing boundaries through partnerships with some of the biggest names in the industry, Reebok has taken the fusion of music and footwear to a whole new level with Kendrick Lamar. Together, we hope to inspire and empower youth to become their best selves through programs designed to provide a positive alternative to the streets.
“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,” said Lamar.
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.
Kendrick fans will get their first glimpse of the Ventilator OG, debuting January 15th within the short film. As part of the new partnership, Kendrick will be featured in our global campaign celebrating the 25th Anniversary of Reebok’s iconic Ventilator shoe, which will debut in March 2015.Kendrick will also create his own limited edition capsule collection for Fall/Winter 2015, which will include signature Ventilator styles inspired by the artist’s life, style, and personality and will be available as of June 2015.
A Reebok fan since he was a kid, Kendrick grew up wearing what he called “TeeBos and Rees” (white tee, Jabo jeans and Reebok Classics). Today, his Reebok shoes of choice are the Ventilator and the Classic Nylon. “My style is simple, but with an edge – and it’s as classic as that,” said Lamar.
What are your thoughts on Kendrick joining Reebok? Let us know in the comment section and stay tuned to Nice Kicks for more coverage on this new partnership.
