Timeless sportswear brand Reebok has just announced a partnership with rapper Kendrick Lamar
, whose complex lyrics and impressive career have inspired far-reaching effects. Lamar has said that he wants his success to spark a positive outcome for not just himself, but for youth who may turn towards him for guidance "Kids that listen to my music are looking for inspiration. Its important that I continue that message in anything I represent."
On the recent collaboration, Kendrick stated: "Reebok has a history of helping kids in the community realize 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."
In an effort to portray their shared vision, the short film Reebok Presents Kendrick Lamar
, has been released (directed by Anthony Mandler). Set in Lamar's hometown of Compton, CA, and featuring talented young people from the area, the video is meant to pay homage to the rappers roots, while demonstrating the wealth of potential that kids there today possess. The short is narrated by Kendrick himself, in a verse he wrote for the collaboration, entitled "Kendrick Lamar I AM."