Kendrick Lamar has partnered up with Reebok for something much greater than just a sneaker collection. Yes, he’s designing a shoe line with the brand, but he’s also helping the company develop programs that will aid and inspire kids to stay off the streets.
“Reebok has a history of helping kids in the community realize their potential is limitless," Lamar said in a press release. "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.”
To mark the new partnership, Lamar created a new track titled “I Am” along with a black-and-white video in which he shares his journey out of the streets of Compton and sends a call out to other youth that they, too, need to find their own passion and path toward success.
“You see gang banging, drug paraphernalia, you see things on the streets so what you gonna to do? You’re going to find something that you love to do and have a passion for it or are you going to stay mingling in the streets until something major happens?,” Lamar says in the video. “So the moment I defined myself and freed myself was the time I locked myself in the studio and said I need to do music.”
His capsule collection will be released for Fall/Winter 2015 and include the Reebok Classic Ventilator shoe, which he wears in the video.
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(Photo: Christopher Polk/Getty Images for Anheuser-Busch)