Kendrick Lamar Announces Partnership with Reebok

It’s been a busy year for his peers, but the drumroll for Kendrick Lamar’s next move gets louder with the announcement of his new partnership with Reebok. The classic sports lifestyle brand has added him to its burgeoning roster, with the outspoken artist perfectly underlining the brand’s competitive attitude. The announcement has been paired with a short film directed by Anthony Mandler, which finds K.Dot back in his hometown of Compton; with his own generation at the height of its prominence, Lamar returned to his high school to help inspire the next youth wave. Enjoy this powerful video above, then look for Kendrick Lamar to feature in Reebok’s forthcoming campaign for Spring 2015.