Kendrick joins forces with Reebok

Kendrick has officially been put on!

A new voice. A Classic partnership. #thisISkendrick #thisISclassic @kendricklamar

A photo posted by reebokclassics (@reebokclassics) on

It has been revealed that Kendrick has joined forces with Reebok and cashed in with an endorsement deal that sees him become their new brand ambassador!

Reebok issued a statement saying: “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 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”.

Look out for Kendrick in future ad campaigns and get ready for his capsule collection of limited edition Ventilator styles predicted to launch in June 2015!

Check out the short below:

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