Kendrick Lamar has announced his new partnership with Reebok Classics through a short film titled, “I am.” The three-minute video shows K-Dot returning to his hometown Compton to inspire the city’s youth.
“Reebok has a history of helping kids in the community realize their potential is limitless,” Kendrick said in a statement. “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.”
Related: Kendrick Lamar Performs on ‘Saturday Night Live’
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