Reebok’s director of entertainment marketing addresses latest collaboration with Kendrick Lamar.

Kendrick Lamar’s Classic QS collab with Reebok will serve as “a message of unity,” according to Damion Presson, the director of entertainment marketing at Reebok. Presson recently chopped it up with Billboard about the collaboration, which he says is reflective of youth around the globe.

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“Kendrick is taking a different approach with his capsule, as he’s building purposeful product that has a message of unity which transcends the Bloods and the Crips,” Presson said. “This shoe reflects the sentiment of youth culture globally, and Reebok Classic has stood the test of time and continues to inspire the next generation of consumers who look to be fashion forward while embracing the nostalgia of an iconic shoe. Kendrick’s appreciation for the rich history of Reebok makes him the ideal partner to represent our collective visions.”

During his interview, Presson was also asked why K-Dot serves as an ideal fit for the brand of kicks.

“Kendrick represents an authentic voice within today’s pop culture,” he said. “Similarly, the Reebok brand represents innovation and authenticity in the marketplace. There is a seamless and organic relationship between Reebok and Kendrick Lamar which makes him the right fit for this collaboration.”

The Classic QS, which serves as Kendrick’s third collaboration with Reebok, is set for release on July 15.

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