Kendrick Lamar Breaks the Mold in Reebok Ventilator Campaign

Kendrick Lamar is ready to start a style revolution. As part of his partnership with Reebok, the Compton kingpin takes over the streets of L.A. in a short film for Reebok Classic’s Ventilator Day-Glo sneaker. Kendrick leads a group of youth as they stand up to the stale, expected, and typical fashion norms.

Inspired by Kendrick’s powerful lyricism, the campaign encourages you to claim your own direction and be bold.

“We, the people, can no longer hide. The time is now and they know it too,” says Kendrick while wearing the neon yellow sneaker. “A wind of change is blowing in. Inhale, exhale, and breathe.”

The Reebok Classic Ventilator Day-Glo is available at Finish Line, Urban Outfitters, and Reebok.com for $75 for adults and $65 for kids.