The music and experiences of rapper Kendrick lamar get stamped on a new line of shoes by Reebok now available in India in a limited edition. Sharang Bhaskaran checks them out
Hip-hop emerged as a form of urban poetry two decades ago. Over the years, it went on to not only be an entertaining and highly popular genre of music, but also as a way to make a socio-political statement for the urban African-African community in the USA. Kendrick lamar, like countless other rappers belonging to the community, has made his way up from a life in the ghettos, being exposed to crime and violence. His experiences during these times have made their way into his music, and have been widely loved by his fans. And now lamar has given his story and experiences a more tangible form by putting an episode from his life on shoes!
Collaborating with Reebok, lamar and the shoe company have introduced the Reebok Classic X Kendrick lamar shoe. Envisioned by Kendrick lamar and designed by streetwear designer Ian Paley, the shoe brings the authenticity and originality of Kendrick’s music to life while revisiting the inspirational neutrality story.
The new range translates Kendrick’s story metaphorically — be it the challenges he faced being divided between two neighborhoods, the use of fame within the cultural atmosphere of the present day, or being motivated by standing up for what he truly believes in.
The typically streamlined, understated sneaker is updated with a longitudinal seam running down the sneaker’s upper part, tongue and heel, which stands out with thick, raised stitching. Separating blue from red to tell the unity story, the seam also dives further into Kendrick’s life, representing his own ‘split seams’ and the major decision in his life — from staying neutral in the face of gangs to inspiring and empowering youths. The split theme is further brought to life through eye-catching details such as dual color tongue and heel tabs, sitting atop a split outsole executed in gum and grey. Side panel branding is blanked out apart from a red or blue K on the corresponding sneaker, paying homage to Kendrick and re-emphasising the message of unity.
Commenting on the launch of Reebok Classic X Kendrick lamar limited edition range, Silvia Tallon, senior marketing director, Reebok India, said, “With this launch, Reebok Classic continues its collaboration with multi-platinum selling Top Dawg Entertainment artist Kendrick lamar. He is one of the most prolific artists today and is recognised across the globe for the authenticity and originality of his music. His values are intrinsic to Reebok Classic in many ways. This is our third capsule with Kendrick but first time in India celebrating one of our most iconic sneakers, the Classic leather. Through this collaboration we are committed to pushing the boundaries of fusing music and sneaker culture in the life of our consumers.”