Retail chain Finish Line and rap superstar Kendrick Lamar have joined forces for the reintroduction of the Reebok Ventilator, a sneaker that first hit the market 25 years ago.
To kick off the collaborative effort, the retailer, Lamar and Reebok released their second “Studio Sessions” video on YouTube today — the first one hit the video hosting website in April. In the video, YouTube series “Today In Sneaks” host Jacques Slade asked Lamar about what inspires him and musicians – past and present – that help shape how he makes music.
Finish Line will release content promoting the Ventilator on its channels, such as “Studio Sessions” featuring Lamar, the face of Reebok’s marketing campaign for the reintroduction of the iconic shoe, telling the brand and the shoe’s story in his own words and experiences.
Finish Line is taking an omnichannel approach to its involvement with Reebok and the Ventilator re-launch, including a full site takeover of the collaborative effort that will direct visitors to the retailer’s social media channels.
In addition to Lamar’s contributions, other celebrities, including DJ Drama, Raekwon, Ashley Outrageous and Jonathan Mannion, will be posting about the campaign on their own social media accounts throughout May.