Reebok has announced a new partnership with Kendrick Lamar. The Grammy-nominated rapper is designing a collection of sneakers for the brand. Additionally, he is helping Reebok develop programs to keep children off the streets. To celebrate the partnership, Lamar has 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 wearing the Reebok Classic Ventilator sneakers while rapping about his hometown of Compton, California and how it shaped his life. The video, narrated by Lamar, is meant to present Reebok's and Lamar's joint vision of the potential of youth and to inspire young people to find their voice. As part of the new deal, Lamar will be featured in Reebok's global campaign celebrating the 25th anniversary of Reebok's Ventilator shoe, which will debut in March 2015. The artist will also create his own limited edition capsule collection for autumn/winter 2015, which will include signature Ventilator styles inspired by his life and personality. The collection will be available as of June 2015.

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