For SS16, Reebok Classic and Grammy Award-Winning Top Dawg Entertainment artist Kendrick Lamar continue to celebrate the iconic Classic Leather, releasing a compelling video that pays homage to the sneaker’s authenticity and Kendrick’s personal connection with the sneaker that he grew up wearing.
With a partnership that seeks to continuously push the boundaries and merge the worlds of music and sneaker culture, the new video explores Kendrick’s journey to greatness and the importance of staying true to oneself with the premise that surrounded by distractions, the Classic stays true. An artist who shares Reebok’s passion of inspiring and empowering youths, Kendrick’s original lyrics encourages us to follow what we believe in without surrendering to expectations and limitations, and without apologizing for who we are or what we stand for.
A timeless, stripped back sneaker that has remained relevant from generation to generation, Kendrick tells the story of what the Classic Leather means to him: a form of self-expression that gives wearers the confidence to be true to who they are.
REEBOK CLASSIC X KENDRICK LAMAR Spring/Summer Video
VIDEO CONCEPT
The power of self-expression of an artist like Kendrick Lamar, and the iconic Reebok Classic Leathers are showcased in their rawest and realist form. Set in the nouveau riche, HYPE-filled setting of a gilded mansion, Kendrick delivers a powerful spoken word manifesto that speaks to the realness of, and the absolute need for, self-expression. As he delivers his words, Kendrick moves through rooms that feature all the characteristics of being owned by someone who misplaced values on HYPE and superficial things. Emerging defiant while staying true to the real Kendrick throughout this submersion into superficial temptations, the video concludes with Kendrick challenging viewers to have the same fearlessness in their self-expressions.
VIDEO LYRICS
From the very heart of me, belief becomes action and no distractions will take my eyes off the prize. Greatness is my goal, but there is failure on the way. Full of insecurity, self hate, and doubt. But what I can’t control can’t confine me. And what I can’t do can’t stop me. This is how I express myself, not how I follow others expectations but how I stay true
VIDEO DIRECTOR
Colin Tilley is a Grammy-nominated and an award winning music video director who has written and directed music videos for artists including Kendrick Lamar, Chris Brown, Justin Bieber, Justin Timberlake, Nicki Minaj, 50 Cent, Lil Wayne, Diddy, Usher, Melanie Fiona, Keri Hilson, Wiz Khalifa and UK rappers Chipmunk and Dappy among others.
Tilley’s music video for Kendrick Lamar, “Alright,” was nominated for Music Video of the Year for the 2016 Grammy Awards.
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