Reebok unveils new Kendrick Lamar collaboration and campaign

today Jun 24, 2016
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Rapper Kendrick Lamar and Reebok Classic have renewed their collaboration with a third capsule based on the iconic "Classic Leather" sneaker, due out in July. The sportswear brand also unveiled a new campaign for the collaboration, starring the American artist.

Reebok unveils a new campaign starring Kendrick Lamar ©Reebok

With the help of designer Ian Paley, Kendrick Lamar has once again revisited Reebok's iconic "Classic Leather," this time giving the shoe blue and red panels as a message of unity transcending Crips & Bloods rivalries. The shoe has a seam running from toe to heel separating blue and red panels, a feature billed as "a symbolic nod to unity and neutrality between warring gangs," while also referencing the various crossroads the rapper has faced in life.

The campaign is shot in a raw, pared-down setting, with Kendrick Lamar seen standing in front of a brick wall in streetwear garb, all capturing a certain feeling of neutrality. Some shots see the artist captured full length, whereas others focus on the footwear designed for this third collaboration.

Reebok Classic Leather Kendrick Lamar sneakers are due out starting July 1 via www.reebok.com and from selected stockists priced $109.99/€139.95. They'll be available in men's women's and children's sizes.

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