Reebok is known for partnering up with some of the biggest names in the industry and their latest partnership proves that once again. Reebok will be taking the fusion of music and footwear to a whole new level by partnering up with Kendrick Lamar. The partnership will inspire and empower youth to become their best selves through programs designed to provide a positive alternative to the streets. Their shared goal provides the creative foundation for a short film released to announce the partnership.

As part of the new partnership, Kendrick will be featured in Reebok’s global campaign celebrating the 25th Anniversary of Reebok’s iconic Ventilator shoe, which will debut in March 2015.Kendrick will also create his own limited edition capsule collection for Fall/Winter 2015, which will include signature Ventilator styles inspired by the artist’s life, style, and personality and will be available as of June 2015.