Reebok has got your backstage access ready.
The Canton, Mass.-based athletic brand teamed up with music app Bkstg to create a new video series that shows the life behind the lights for some up-and-coming music stars. The first subject is Atlanta rapper Kristopher Campbell, best known by his stage name, K Camp.
Three videos about K Camp launched this week on YouTube, the Reebok blog and the artist’s Bkstg profile, and they share an inside look at the rapper’s life, including interviews with his family about how he got started. (Fun fact: Campbell said he knew he finally made it when he heard his sister listening to one of his songs.)
Watch a behind-the-scenes clip from the video shoot here:
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More videos from Reebok and Bkstg will be rolling out throughout the year, profiling other young musical artists, including R&B singer Jazmine Sullivan.
Reebok said in a statement that it partnered with Bkstg on the series to allow fans “to learn more about their favorite artists in a new way, hear authentic stories about where they came from, see how they got to where they are today.”
The series also is an opportunity for the brand to tout its iconic Classic Leather sneaker, which relaunched in March and can be seen on K Camp’s feet in the videos. The Classic Leather sneaker is available now at Reebok.com and at Finish Line, retailing from $38 to $75.
Reebok is no stranger to the hip-hop world. The brand counts rap phenom Kendrick Lamar as one of its brand ambassadors and has collaborated with him on special sneakers, secret concerts and, yes, some videos.