This collaboration is bigger than shoes, than music, than anything, because it directly reflects Kendrick Lamar and Reebok’s efforts to empower our youth. Growing up in Compton wasn’t a cake walk for him and the way he expressed himself was by penning raps on paper. Each of us has our own talent(s) that we can practice and perfect, or we can leave in the dust. It can be easy to give up and think you aren’t cut out for success, but this collaboration proves differently.
Going back to Compton, Kendrick revisits places from his childhood to tell a story of why he got into music. It’s a very touching account. One of my favourite lyrics he ever wrote was “if a flower bloomed in a dark room, would you trust it?” It’s his way of saying, I grew up in Compton, but I’m here now and I’m growing and I’m ready. He writes about more than girls and money and drugs, he writes about what he knows. Just like the other kids in the video show off their incredible array of talents, from dancing to math, it’s a reminder that we are limitless if we put our minds to it.
Kendrick has always been a fan of Reebok, ever since he was young, so this collaboration is extra special. “Reebok has a history of helping kids in the community realize their potential is limitless. 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,” he explained to i-D. “Kids that listen to my music are looking for inspiration. It’s important that I continue that message in anything I represent.” His collaboration includes a limited edition capsule collection for Autumn/Winter 2015 including signature Ventilator designs (his favourite) inspired by his life. The collection is set to drop in June 2015 so keep your eyes peeled. This is one collaboration you don’t want to miss.