Things done changed.
Since 2014, Kendrick Lamar has fostered a relationship with Reebok, and was even named the footwear company’s brand ambassador, joining the ranks of Teyana Taylor, Cam’ron and Future.
All throughout 2017, King Kendrick has collaborated on five sneakers with Reebok, so in an interesting twist of news he’s shared on Twitter, the Compton legend has switched allegiances to Nike, tweeting the following:
Cortez. Since day one. #teamnike #TDE @nike @nikelosangeles pic.twitter.com/HEfReKy6zd
— Kendrick Lamar (@kendricklamar) August 26, 2017
While it may come as shocking news to most fans, Kendrick aligning himself with Nike, and specifically the Cortez makes perfect sense, considering that the sneaker has been a staple in West Coast rap music and street culture, especially in cities like Kendrick’s native Compton and Long Beach. Not to mention, many keen-eyed observers spotted the DAMN. rapper rocking a pair of the classic black and whites at this year’s Coachella (also seen in the photo above).
