Kendrick Lamar graces us with his artistry in an ad for the Reebok classics. On Monday, Reebok released this ad as a powerful part of their campaign. In the clip, Kendrick goes down memory lane to his origins as a young rapper, and reminisces about the Reebok classics.
Kendrick warms up for his freestyle by stating simply,”Classic. Timeless. Rules. Forever.”
The video shows the Compton rapper walking the streets in his jerky Kendrick fashion, and mumbling raps under his breath. The clicks of a camera indicate the photoshoot for the campaign, and the repeated “pimp, pimp! Hooray” references Kendrick’s tagline.
Kendrick summarizes his relationship with Reebok. “By the time I started writing when I was thirteen, I knew from the jump that I wanted something that was original, something that was classic,” he said.
The clever call for something that is “classic” has the punch of a great campaign. Kendrick lends his credibility and creativity as a “classic” rapper to the Reebok brand.
“I freestyle over anything,” he says. Kendrick can make anything into art — even an ad.
Kendrick then speaks about what connects style and rap to him. “When you think about rhymes and style you always want a classic feel. So my first introduction to a classic shoe was the moment I stepped in school and I said to myself I want to put something down on paper I started writing. Everyone in the classroom was wearing Reebok classics,” he said.
This campaign proves that style and musical creativity interweave, and compliment one another. Kendrick is the dream spokesman to preach this message.
He goes on to say, “Hip-hop was more than just the music, it was part of the culture, it was part of having style, it was part of the whole graffiti and arts. It was only right that I would wear the Reebok classics then. I still remain that classic guy, and that’s why I’m wearing the shoes now.”
Whatever medium, you’ve gotta respect the classic.
Check out the clip below:
Suggested Articles:
Kendrick Lamar, The Politics of Respectability, and the Culture of Resistance
Kendrick Lamar x Reebok Collaboration Release Date Announced
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