It’s official: Reebok and Kendrick Lamar have announced a partnership. And what a way to announce it—check out the fire spoken word verse from Kendrick above, called “I am.” The powerful video is an ode to where Kendrick comes from (Compton, CA), and a taste of the forthcoming potential from the rapper and Reebok.
“Reebok has a history of helping kids in the community realize their potential is limitless. 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,” Kendrick says via Reebok press release.
Directed by Anthony Mandler and filmed at locations from Kendrick’s come-up, including Centennial High School, the short film also gives a sneak preview of the Reebok Ventilator OG, which drops in early 2015. Expect to see the Cali rapper featured in Reebok advertising throughout the year.