Kendrick Lamar Reveals Reebok Deal in ‘I Am’ Film

Reebok is on a roll.

One week after inking a long-term sponsorship for the UFC, the athletic brand announced today it has signed a partnership with rapper Kendrick Lamar.

Well, Reebok announced it today. Lamar beat them to the punch by posting a link on Twitter at midnight last night, sharing a gritty YouTube video about his hometown of Compton, Calif. The video, titled “Reebok Presents Kendrick Lamar – I Am,” was directed by Anthony Mandler and features current standout students from Lamar’s alma mater, Centennial High School.

According to Reebok, the hip-hop artist hopes to use this partnership as a platform to “inspire and empower youth to become their best selves.”

As part of the deal, he is set to appear in Reebok’s global ad campaign to mark the 25th anniversary of its Ventilator sneaker, set to hit in March 2015. (By no coincidence, he’s wearing a pair of Ventilator OGs in the short film.)

Lamar also will create his own limited-edition capsule collection for fall ’15, including signature Ventilator styles inspired by the artist’s life. Expect those in June 2015.

And check back at Footwearnews.com tomorrow for our conversation with Lamar.

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