BLACK VOICES
12/10/2014 10:56 am ET Updated Dec 06, 2017

Kendrick Lamar Teams Up With Reebok To Design Sneakers And Keep Kids Off The Streets

Fashion news flash: Kendrick Lamar is teaming up with Reebok.

But this isn't your average fashion/celebrity collaboration. The Grammy-nominated rapper is not only designing a collection of sneakers -- like fellow musician Alicia Keys' line for the company -- he's also helping the brand develop programs designed to keep kids off the streets.

“Reebok has a history of helping kids in the community realize their potential is limitless," Lamar said in a press release. "I saw what the brand was doing, and I wanted to be a part of it and make it even stronger. It’s as simple as that. Kids that listen to my music are looking for inspiration. It’s important that I continue that message in anything I represent.”

kendrick lamar reebok

In celebration of the partnership, Lamar penned a song entitled "I Am" and shot a video for it directed by Anthony Mandler. In the short black-and-white clip, Lamar is seen rocking the Reebok Classic Ventilator sneakers while rapping about his beloved hometown of Compton and how its shaped his life.

Check out the video above and lookout for Lamar's limited edition capsule collection for Fall/Winter 2015, which will include signature Ventilator styles.

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