Directed by Anthony Mandler.
To help announce his new partnership with Reebok, Kendrick Lamar takes the shoe brand on a journey through Compton in the above clip, entitled “I Am.”
Self-narrated, K. Dot is shown in various landmarks of his hometown, even kicking some knowledge to the youth with some spoken word outside of his alma mater, Centennial High School.
When asked about the deal, Lamar had the following to say:
“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
Kendrick fans will get their first glimpse of the Ventilator OG, debuting January 15th within the short film. As part of the new partnership, Kendrick will be featured in our global campaign celebrating the 25th Anniversary of Reebok’s iconic Ventilator shoe, which will debut in March 2015. Kendrick will also create his own limited edition capsule collection for Fall/Winter 2015, which will include signature Ventilator styles inspired by the artist’s life, style, and personality and will be available as of June 2015.