It appears Kendrick Lamar is the latest rapper to cash in on an endorsement deal. Tonight, it was revealed that K. Dot is the newest member of the Reebok Classics squad.
Revealed in a new ad campaign by Reebok, the video takes fans through his hometown of Compton, California while rockin' a fresh pair of Reebok Ventilators and reciting a powerful verse.
Reebok states:
“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.”
The partnership may come to a surprise to some as K Dot is also a big Nike supporter. From his Cortez’ to his Roshe's, K Dot has never shy’d away from showing his loyalty to Nike, but from now on things will have to change.
Look for Kendrick to be featured in future campaigns to help celebrate the 25th anniversary of the Ventilator shoe. His capsule collection, which will include limited-edition Ventilator styles, is scheduled to launch in June of 2015.
Watch the new ad below.