Kendrick Lamar has gone from putting in work in a recording studio to now designing sneakers for a good cause. The Compton, Calif., rapper has teamed up with Reebok to design a collection of sneakers, but he’s also teaming up with the company in a philanthropic way. Lamar and Rebook have joined forces to create programs that will help keep kids off the streets.
“Reebok has a history of helping kids in the community realize their potential is limitless,” Lamar said in a press release. “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.”
In addition to the sneaker and community collaborations, Lamar also released a new video, “I Am.” Lamar not only dons Reebok apparel but also raps about how Compton has shaped him into the person he is today.