Kendrick Lamar’s long-standing relationship with the Reebok brand seems to have come to an end.
It was in 2014 that Lamar was brought on as a brand ambassador with the footwear company, first debuting a collab on the Ventilator OG sneaker and since managed to push out a host of notable collaborations that sneakerheads and Hip-Hop heads alike could appreciate.
But the West Coast-bred emcee is apparently returning to his roots and now moving forward with a partnership with Nike.
While he was previously spotted rocking the brand's Cortez silhouette during a set at this year’s Coachella and in the music video for his “ELEMENT,” the evidence wasn’t yet substantial enough to draw any official ties between him and the Oregon-based company.
Now, after posting a promotional shot of him rocking said shoe with the word “Cortez” emblazoned over the shot, Kendrick has confirmed his switch to the Nike family.
In accessory came a caption with the photo, reading, “Cortez. Since day one. #teamnike #TDE @nike @nikelosangeles.”
This more than likely indicates a forthcoming Cortez collaboration between Kendrick and Nike as a first step in the endorsement, a fitting decision as the Cortez shoe has undoubtedly earned its stripes in Los Angeles and across the West Coast as a shoe synonymous with Hip-Hop culture's upbringing in the region.
In related news, Nike Brand athlete Kobe Bryant recently took to social media to challenge Kendrick and a few others to “revolutionize the music program at Centennial High School,” a move related to his Mamba Mentality initiave in tandem with Nike.
During promotion for his Red and Blue Collection for the Reebok Classic Leather shoe back in November of last year, Kendrick stated that he wanted to “create products that provide fans with larger meanings and messages — particularly ones that inspire unity and growth within communities and youth.”
“If we work together,” he further added. “We can break down barriers and prosper.”
There’s no doubt that the rapper will carry over this message as he steps into his newest chapter with Nike.