Compton, California rapper Kendrick Lamar will serve as the latest artist to join the Reebok Classics roster. According to HotNewHipHop.com, the sneaker company addressed the newly-announced partnership in a statement released earlier this week.
In their statement, Reebok revealed that the pair will soon release a short film paying homage to the youth of Compton. The film, titled, Reebok Presents Kendrick Lamar will include a new verse from K-Dot titled “Kendrick Lamar – I AM.”
“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 statement read. “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.”
In addition to the Reebok Presents Kendrick Lamar short film, the TDE lyricist will also release a capsule collection through the brand. The capsule collection is currently scheduled for release in June 2015.
Reebok has partnered with a number of Hip Hop artists over the past few years, including Swizz Beatz and Rick Ross. Ross was notoriously dropped from his partnership with the brand last year due to the fallout from his perceived rape lyric on Rocko’s “U.O.E.N.O. (You Ain’t Even Know It).”
A new ad from Reebok, which features Kendrick Lamar, can be found below.