After revealing another collaboration with Reebok using their Classic Leather silhouette, Kendrick Lamar and the shoe company have unveiled a new vignette—similar to the previous two, “Pay It Forward” and “Hard Work“—titled “Project Hero.”
However, this short clip doesn’t feature Kendrick Lamar at all. Instead, his TDE brother Jay Rock and fellow West Coast stalwart Glasses Malone are the camera’s focal point. Shot against the backdrop of their hometown of Watts, CA, the two give viewers an intimate tour of where they were raised, growing up in the reality of living in a notoriously harsh neighborhood that has been glamorized in films, and the importance of unity. As evidenced during their recent holiday concert and toy giveaway, returning to one’s roots to signify that one can make it no matter the hardships has always been an important life lesson, and G. Malone and Jay Rock continue to stress its importance.
Watch the video, which was conducted by DopeHouse affiliate Andreas Hale, below.
Continuing on with his winning streak, the city of Compton, CA has announced that Kendrick Lamar will be a recipient of a key to the city. Mayor of Compton, Aja Brown, excitedly tweeted the news, to which K. Dot responded in kind:
@AjaLBrown I appreciate that. HUBLUV.
— Kendrick Lamar (@kendricklamar) January 14, 2016
The proceedings take place on February 13th, just a few short days before the GRAMMY Awards in which Kendrick is nominated for 11 of them.