Kendrick Lamar’s new Reebok commercial
By Ryan Lehrman
In a new Reebok commercial, brand ambassador Kendrick Lamar promotes the Reebok Ventilator with revolutionary undertones.
“Where were you when I was walkin’? Now I run the game got the whole world talkin’.”
On the heels of his critically acclaimed To Pimp a Butterfly, Compton game-runner Kendrick Lamar stars in a new Reebok commercial to endorse the Ventilator reboot.
K. Dot goes revolutionary as he riffs off America’s forefathers in a poetic flow over a marching rev track. “We, the people, can no longer hide. The time is now,” he says. “Inhale. Exhale. And Breathe.”
The commercial shows a young boy bicycling across town to arrive at a clandestine facility, where he enters through camera-guarded doors and into a room with Kendrick and company. The boy places a yellow Reebok on the table.
The Lamar promo is in honor of the Ventilator’s 25th anniversary. You can find Reebok’s “Day Glo” pack in select stores, with retail for an adult’s pair costing $75, and $65 for the kid’s. The shoe comes in three colorways, and is equipped with Reebok’s signature Hexalite technology and IMEVA midsole.
Can I kick it?
While Kendrick is the newest MC to stand behind a sneaker line, the love affair between rappers and shoes is far from new. Ever since DMC wrote “My Adidas” in 1986, there has been a booming relationship that binds rhyme spitter to cordwainer. In 2003, Jay-Z became the first non-athlete to land an endorsement deal for a line of sneakers from an athletic shoe company, debuting the Reebok’s S. Carter (his birth name is Shawn Carter).
Last month Kanye released his new pair of Adidas called the “Yeezy Boost.” He even offered them to a fan who was wearing Nikes if he threw away his shoes.
Athletes want to be rock stars and rock stars want to be athletes, Drake once said. That’s increasingly true as a grip of hip-hop icons continue to side with major sneaker brands.
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