Reebok is closing 2014 with a bang. Earlier this month the brand announced a partnership with the UFC to become the exclusive outfitter and apparel provider for the mixed martial arts organization. Today, Reebok announced its new partnership with Kendrik Lamar, one of the freshest names in the hip-hop industry.
“Reebok has a long history of working with trail-blazing music artists, but we knew a partnership with a lyricist like Kendrick had to mean something bigger for our brand,” said Todd Krinsky, Global Vice President of Reebok Classics and Entertainment.
As part of the new partnership, the “i” rapper will be featured in Reebok’s global campaign celebrating the 25th anniversary of Reebok’s Ventilator shoe, which is set to debut in March 2015 and will include signature Ventilator styles inspired by the artist’s life, style, and personality. Those editions will be available in June 2015, according to a press release.
Reebok, the official sponsor of the CrossFit Games, has also partnered with hip-hop stars Swizz Beats and Rick Ross in the past. Lamar’s work with Reebok started with a short film created to honor is hometown of Compton, CA, and was directed by acclaimed director Anthony Mandler. The video, titled “Reebok Presents Kendrick Lamar,” is narrated by the rapper and includes a verse called “Kendrick Lamar – I AM.”
Lamar said he’s been a fan of the Reebok Classic brand since middle school where he remembers members of Cash Money Records wearing white Reebok Classics with over-sized white t-shirts.
“I remember arguing with a group of homies in class on day about what store had the exclusive colors- Avalon Swapmeet or the Compton Swapmeet,” said Lamar. “I’d buy new colors from Compton and feel like I got the one-up on the whole school.”
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