STEP It Up: Kendrick Lamar and Reebok Unite to Inspire Kids

Kendrick Lamar and Reebok announced their new partnership this week.  The iconic sneaker brand has partnered with other big names in the past, but chose to take a creative and empowering approach this time. Kendrick Lamar personifies the “Good Kid” image and is seen as a positive role model for the youth.

This partnership will give Reebok and Kendrick Lamar the opportunity to design programs that will serve as positive alternatives for kids. To promote the vision, they developed a “Reebok Presents Kendrick Lamar” short film, which pays homage to kids in the rapper’s hometown of Compton, CA.  Lamar narrates the film with a personal rhyme dedicated to Compton called “Kendrick Lamar – I AM.” In the video, he also travels to various locations – like Centennial High School – to help inspire kids to be great.

The link up with Reebok is considered a no-brainer for Kendrick Lamar. He reveals that he’s always been a huge fan of Reebok since a young teen.

“Since middle school, somewhere around 7th grade. The shoe became popular when Cash Money Records hit the scene. Everybody wanted to wear “Tee Bo’s and Ree’s” as the Hot Boys would put it. White Tee, Jabo Jeans, and Reebok Classics.”

As a fashionably simple guy who enjoys the addition of a little edge, Kendrick Lamar is excited about being the new face of Reebok’s Classic Ventilator Sneakers.

“I am definitely excited to be the front man. The passion that Reebok puts into its brand and product is the same passion that I put into my music and so when you have two entities with the same goal in mind, positivity is what comes out of it, for sure.”

“I like the sneaker first and foremost because of the way it looks, but mostly how it feels on the foot because it’s a very light shoe. And let me tell you, when you come from where I come from, you have to do a lot of running (laughing). Whether it was from altercations, playing sports or being a kid in the city having fun, so that’s important. How the shoe feels along with how it looks. It doesn’t get much better than that.”

The Ventilator OG will debut in January 2015, within the short film. Kendrick Lamar will be featured in Reebok’s global campaign celebrating the 25th Anniversary of Reebok’s iconic Ventilator shoe and create his own limited edition capsule collection for Fall/Winter 2015.  The collection will be made available in June 2015.