King Kendrick holds court with Reebok.
Ahead of the spring release of the Reebok Club C sneaker, Kendrick Lamar appears in a four-part video series titled “Hold Court,” directed by Nabil. In front of a projection of Compton High School’s tennis courts, K-Dot reveals what it takes to be a champion.
“A champ has to be passionate,” he says. “A champ has to have a desire. A champ has to have hunger and a champ has to be fearless, somebody who can fail, get back up, and try to do it all over again no matter what the naysayers are saying…That’s a true champ.”
Cornrow Kenny also uses the opportunity to share some personal reflections in the ad. “I always hold myself on a high pedestal to be a champion,” he says. “Whether I got an inch close or half a mile or a yard. That was always the goal, to put the pressure on myself, to reach a certain level of success. The shoe represents that. Period.”
The championship theme spills over into another clip about the TDE MC’s willingness to win no matter the reward. “Everybody wanna glorify the person that got the trophy,” he adds. “But you gotta be willing to do it if the trophy wasn’t in your hands anyway. So, I think the champ is always the underdog at heart, even while winning.”
And in another clip, K-Dot connects that perspective to what he does in his music. “I just like wordplay, manipulating different words, twisting them and bending them,” he says. “Regardless if people liked them or not, I’d still be doing them ’till this day.”
There’s more to come. On the heels of this 4-part series, an official campaign also shot by Nabil is set to make its debut Monday (Jan. 30).
The new ads from Kendrick follow major additions to Reebok’s celebrity ambassador roster. Last year, the company signed Future to a deal and earlier this week, they announced a new partnership with Teyana Taylor.