Kendrick Lamar & Reebok Demand You ‘Respect The Classic’ In New Video

Reebok has delivered intriguing and inspiring promotional content featuring Kendrick Lamar since partnering with the rapper in December 2014. Today, the athletic label unveiled a new video with its California collaborator, dubbed “Respect the Classic.”

For the short film, Lamar was shot with vintage video equipment while describing his definition of the word “classic.” Aside from delivering a freestyle, the Compton-born rapper also discussed seeing everyone in his school wearing Reebok shoes around the same time he started to write rhymes.

During the clip, Lamar wore a selection from the Reebok Classic Leather “Perfect Split” pack, boasting a rubber outsole that predominantly features a classic gum color and is complemented with a more modern icy translucent look that appears toward the front of the shoe. The collection is in stores now in both men’s and women’s sizing and retails for $75.

In July, the brand unveiled its Perfect Split photography campaign, a series of black-and-white and color images with a retro feel shot by acclaimed photographer Nabil.

Reebok’s partnership with Lamar began with the brand using him to re-launch its Ventilator silhouette, a shoe the rapper would reimagine in July 2015 with a message pleading for gang unity instead of violence. That theme would also show up on his Classic Leather collab with the brand last month.

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