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Reebok, Kendrick Lamar team up on video

February 2nd, 2015 / By: / Industry News

Athletic shoemaker Reebok and best-selling rap artist Kendrick Lamar have teamed up to make a video celebrating creativity that they hope will inspire and empower youth to become their best selves through programs designed to provide a positive alternative to the streets.

Reebok and rap artist Kendrick Lamar are teaming up to provide positive encouragement for young people in the artist’s home neighbourhood of Compton, Calif.
Reebok and rap artist Kendrick Lamar are teaming up to provide positive encouragement for young people in the artist’s home neighbourhood of Compton, Calif.

Helmed by acclaimed music-video director Anthony Mandler and shot at various locations around Lamar’s hometown of Compton, Calif., the short film features standout athletes and artists at his Compton alma mater, Centennial High School. The short is narrated by Lamar through a verse called “Kendrick Lamar–I AM”—his personal ode to the city.

Lamar’s fans got their first glimpse of the new Ventilator OG shoe when the video debuted Jan. 15. As part of the new partnership, Lamar will be featured in Reebok’s global campaign celebrating the 25th anniversary of Reebok’s Ventilator shoe, which will debut in March 2015. Lamar will also create his own limited-edition collection for fall/winter 2015, which will include signature Ventilator styles. They will be available in June.

www.reebok.com