Kendrick Lamar is making major moves. The “i” rapper has partnered with Reebok to inspire and empower youth 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,” said Kendrick. “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.”
As part of the partnership, Kendrick stars in a short film called “Reebok Presents Kendrick Lamar – I am,” directed by Anthony Mandler, which pays homage to his Compton roots, and explores how his upbringing molded him. The introspective clip was shot in his hometown and features students from his alma mater, Centennial High School.
Kendrick will be featured in Reebok’s global campaign celebrating the 25th anniversary of Reebok’s Ventilator shoe, set to launch in March 2015.
He will also design his own limited edition capsule collection for Fall/Winter 2015, which will include signature Ventilator styles inspired by his life, and will be available in June 2015.
“My style is simple, but with an edge—and it’s as classic as that,” said Kendrick.