This go-around, Lamar worked with British designer Ian Parley for what is the hip-hop artist’s third capsule collection with the label.
The sneaker features a longitudinal seam along the middle, separating the red and blue portions on each respective shoe in the pair. The seam is a metaphor for the major decisions he has been forced to make – from championing gang neutrality throughout his upbringing to using his artistry to make a difference in his own community and the world over, according to a statement from Reebok.
In a conversation with Footwear News in 2015, Lamar said he hoped to inspire others through the partnership with Reebok by “really putting something out that represents me and continues to represent my culture.”
“That’s something I’ve always done,” Lamar added. “I just want to continue that to the highest potential, where it’s not only benefiting me or the company but it’s benefiting the people, who are getting inspired to do something other than wear a great shoe.”
The collaboration comes a year after he released the Ventilator, which also promoted gang peace with the right shoe bearing the word “red” in red, while the left shoe featured the word “blue” in blue. The word “neutral” was also written on the inside of each shoe’s tongue.
Earlier this year, Lamar partnered with the brand for the Ventilator Day Glo pack’s “Be Ventilated” video.
Lamar first announced its partnership with Reebok in December 2014 with a Twitter link to “Reebok Presents Kendrick Lamar – I Am,” a video about his hometown of Compton, Calif.
The announcement for the new capsule collection comes just a few months after dropping his surprise album “Untitled Unmastered.”
The Reebok x Kendrick Lamar “Classic Leather” will retail for $110 starting July 1 on Reebok’s website as well as Shoe Palace and Sneaker Villa.