Kendrick Lamar Inspires Compton Youth In New Reebok Ad
In a new ad for Reebok, Kendrick Lamar revisits the streets and classrooms of Compton from whence he came. The Anthony Mandler-directed spot, called "I Am,"catches the emcee somewhere near the end of his process, teasing out the last couple of words of a verse. Then, he unleashes "I Am (Interlude)," from 2011's Kendrick Lamar EP.
Mandler (Rihanna, Drake, Jay Z, Taylor Swift) goes full black-and-white for the project, and Kendrick brings the gritty naturalism to match. "Feel the good kid's hunger," he raps. "The Crips made strong, the Pirus made stronger." The TDE general then cedes the track to kids from Compton's Centennial High School, who illustrate Kendrick's urges to take risks and immerse oneself in music.
Reebok and Kendrick officially announced their partnership with an interview on the athletic brand's website, wherein Kendrick remembers his earliest memory of Reebok: the Hot Boys' "Get Out Tha Way."