Reebok announced today that Compton native Kendrick Lamar and the classic shoe brand have come together to collaborate and inspire future generations. This collaboration aims to help inspire kids to be their best selves.
“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.
The “I AM” rapper took the good people at Reebok around his hometown of Compton with acclaimed director Anthony Mandler, to his favorite spots including Tam’s Burger where he and his friends hung out, the bridge that he used to walk on his way to school, Compton Civic Centre and his alma mater, Centennial High School where he loved being able to interact with the kids. The short is narrated by Kendrick through a powerful verse called “Kendrick Lamar – I AM” — his own personal ode to Compton.
It’s very humbling to know that Kendrick has not forgotten where he’s come from and where he started stating that when he gets a little off time he likes to, “I just chill with the family, play some ball, go back to the ‘hood and holla at the homies.” When asked about his earliest memory of rocking Reebok’s he recollects,“I remember arguing with a group of homies in class one day about what store had exclusive colors- Avalon Swapmeet or the Compton Swapmeet! I’d buy new colors from Compton and feel like I got the one up on the whole school!” Clearly, Kendrick isn’t new to the brand.
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 Reebok’s 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, “Where what you feel,” he affirms.
When asked what he’s got coming up, Kendrick’s reply was simply, “Kind of a good album.” Check out the short film “I Am,” about inspiring the kids in future generations after the jump.
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Catrise J is the owner of Vault of 1520 and Content Creator for Dirty Glove Bastard (DGB). Catrise is a self described “free-spirit” and always shares what’s on her mind. She enjoys Hip Hop, nature, reading, 420 and 90’s R&B. Her idols include Angie Martinez, Tupac, Oprah, and Warren Buffet. You can connect with Catrise on social media.
