Reebok announced this week a partnership with rap star Kendrick Lamar on a number of upcoming programs designed to empower youth to become their best selves by providing a positive alternative to the streets.
“Reebok has a history of helping kids in the community realize their potential is limitless,” said the rapper. “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.”
The entities come together first with a collaborative film to announce the deal, dubbed “Kendrick Lamar – I AM”, which sees Kendrick offering some inspiring spoke word. Directed by Anthony Mandler and shot at locations that hold true meaning in Lamar’s life — including his alma mater, Centennial High School.
The partnership wil also see Kendrick featured in a global campaign, promoting the 25th anniversary of Reebok’s Ventilator OG; and 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.