Teaming up because they share the ultimate goal of empowering youth, Kendrick Lamar and Reebok are something special in terms of collaboration. “Reebok has a history of helping kids in the community realise 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,” Kendrick explains. “Kids that listen to my music are looking for inspiration. It’s important that I continue that message in anything I represent.”
In this cinematic film shot by director Anthony Mandler, Kendrick revisits locations from his childhood to tell the story of why he got into music and how important it is for young people to find their voice, their talent, and their potential. Kids from Centennial High participate by showcasing their various skills in dancing, drumming, playing the ukelele, completely owning the sax and doing really complicated maths. A Reebok fan since he was a kid, the partnership will see Kendrick create a limited edition capsule collection for Autumn/Winter 15, including signature Ventilator designs (his favourite style) inspired by his life and due to drop in June 2015.