Kendrick Lamar Cashes Out in Reebok Classics Deal

Kendrick Lamar is the latest rapper to cash out on a large endorsement as he is the newest member of the Reebok Classicsfamily. In their new ad campaign, Reebok takes fans through the hood in Compton, California while rockin’ a fly pair of Reebok Ventilators as he recites a verse.

Reebok announced:

Reebok and Kendrick Lamar bring a joined vision of celebrating the limitless potential of youth through a short film created to pay homage to kids in Lamar’s hometown of Compton, CA.

The video, “Reebok Presents Kendrick Lamar,” was directed by acclaimed director Anthony Mandler and was shot at locations that hold true meaning in Lamar’s life.

A nod to his roots, the short film features today’s standouts at his alma mater, Centennial High School. The youth featured in this film are showcased to inspire the new generation to find their voice, and not to be afraid to become their best selves.

The short is narrated by Kendrick through a powerful verse called “Kendrick Lamar – I AM” – his own personal ode to Compton.

In the past we have seen K Dot as a big Nike supporter, from his Cortez’ to the Roshe’s, you know he is a Nike man, but money talks I suppose. Look out for Kendrick in future Reebok campaigns including their 25th anniversary of the Ventilator shoe. He also has a capsule collection coming out in June of 2015, which includes limited-edition Ventilator styles.