Pew Pew… Hooray
To Pimp A Butterfly artist Kendrick Lamar teams up with Reebok for their latest collection of fresh kicks, the Classics. In this promotional visual for the new shoe wear line that takes it back to the past, the company holds a #IAmKendrick campaign demonstrating the importance of going back to your roots, where oldies collide with the new generation. Where the new must respect the old because that’s where the base came from. Hypetrak noted that this video is a short film which “explores Kendrick’s split personality and his interpretation of ‘classic.'” Shot in East Londong, the video is a haunting and vintage perspective of the artist who gets into a zone as he begins spitting some bars on the meaning of the word “classic” through the poetic justice of spoken word. Directed by Nabil, a famous creative, the visual experience takes us back on a journey of what it means to be original, unique and authentic, just like the shoe itself. Reebok’s signature sneaker is all about being real and true to yourself and the design. They wanted to commemorate the fantastic nature of their shoe with an artist who represents a man who can respect his past.
The Top Dawg Entertainment rapper goes on to discuss, amidst images of him sitting in a chair, photoshoots, and him dancing and walking around, when he first came across a classic shoe and when he began writing hip hop:
“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. Everybody in the classroom was wearing Reebok Classics.” Lamar recalls for the camera. He continues, “Hip hop was more than just the music; it was a part of culture, it was a part of having style, and it was a part of a whole graffiti and the arts. It was only right that I wore the Reebok Classics then; I still remain that classy guy, and that’s the reason why I’m wearin’ them shoes now.”
Lamar is levitating to new heights in his music career, but he still remains a humbled man who appreciates and remembers his history. Be sure to watch the short film above!
Further References: Hypetrak