Kendrick Lamar Pays Homage to Compton in Reebok Ad "I Am", Designing Shoe for Reebock

Update 2: Lamar also sings the hook on “25″, by TDE president Terrence “Punch” Henderson. Listen to it above, via Hot New Hip Hop. 

Kendrick Lamar is the star of a new ad from Reebok called “I Am”. Directed by Anthony Mandler, it shows the rapper delivering an a cappella verse—an ode to Compton—in various spots throughout his hometown. Watch it below.

City. Corner. Block. Inspired. @reebokclassics http://t.co/gDjWSrNpe3

— Kendrick Lamar (@kendricklamar) December 10, 2014

Update: In a press release, Reebok said that the ad features students from Centennial High School, where Lamar attended high school. Kendrick will design a Reebok shoe to be released in 2015. “Reebok has a history of helping kids in the community realize their potential is limitless. I saw what the brand was doing, and I wanted to be a part of it and make it even stronger. It’s as simple as that,” Lamar said. “Kids that listen to my music are looking for inspiration. It’s important that I continue that message in anything I represent.”

Watch a mini-documentary on Kendrick Lamar at Pitchfork Music Festival:

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