Reebok Classic signs rapper Kendrick Lamar to help empower youth
Reebok Classic has signed a partnership with American rapper Kendrick Lamar, with the aim to inspire and empower youth.
The partnership was launched via a short film “Reebok Presents Kendrick Lamar,”which was directed by Anthony Mandler and shot at locations that hold true meaning in Lamar’s life.
“Reebok has a history of helping kids in the community realise 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.
Todd Krinsky, global vice president of Reebok Classics and Entertainment said despite the fact that Reebok has long worked with trail-blazing music artists, "we knew a partnership with a lyricist like Kendrick had to mean something bigger for our brand. With Kendrick, Reebok truly finds a new voice, and together we look forward to launching ground-breaking projects over the coming months."
As part of the campaign, Lamar will be featured in Reebok’s global campaign celebrating the 25th anniversary of Reebok’s iconic Ventilator shoe, which will debut in March 2015.
He will also create his own limited edition capsule collection for Autumn/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.