Rapper Kendrick Lamar is using his new Reebok sneaker design to promote unity and equality.
The “Poetic Justice” star, who is known for his politically-charged lyrics, became a brand ambassador for the sports giant in 2014 and with his latest signature shoe for the brand, he wants to draw attention to the need for people across the world to put their differences aside and “come together”.
Kendrick’s latest creation is a new twist on Reebok’s Club C model, and features acid-washed denim in black and white on the upper part of the shoe with a red label on the sneaker’s tongue.
The Reebok branding on the side is made in all black, with the ‘k’ and ‘o’ highlighted in red to represent the hip-hop star’s nickname, “Kdot”.
“Now more than ever it is important for individuals to come together as one,” Kendrick explained in a press release. “This sneaker represents that call for unity and equality, while also pushing people to look beneath the surface and uncover the hidden messages. This is something I try to do with my music, and now here with the Club C.”
The Kendrick Lamar x Reebok Club C is set to hit retailers on January 13, when it will carry a price tag of $109.99.