Reebok continued its promotion of its latest shoe to use an upgraded version of its iconic Pump technology — the ZPump Fusion — by treating a select group of runners in Los Angeles to a surprise live performance by rap megastar Kendrick Lamar.
The brand invited 100 runners to wear the ZPump Fusions in a 5K along Sunset Boulevard on March 24. There, on the back of a flatbed truck, Lamar performed music from his latest album, To Pimp a Butterfly.
The brand announced a partnership with the platinum-selling rap star in December 2014 to help launch the Ventilator 25th Anniversary campaign, accompanied by a video documenting Lamar’s Compton, Calif., upbringing and rise to stardom titled “I Am.”
The rap star isn’t the first celebrity Reebok has enlisted to promote its updated pump technology. Reebok released an ad earlier this month starring newly sponsored UFC superstar Jon “Bones” Jones —who attended the New York City press event for the shoe’s debut — with the athlete running, jumping and climbing through an intense city environment.
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Other celebrity guests at the presser included “Entourage” star Adrian Grenier, model Hannah Davis, the UFC’s Conor McGregor and record producer Swizz Beatz.