Kendrick Lamar, fusing music and footwear is teaming up with Reebok to provide a collection to, unlike the average fashion/celebrity collaborations, empower the youth through programs designed to provide a positive alternative to the streets. Kendrick Lamar said, “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. Kids that listen to my music are looking for inspiration. It’s important that I continue that message in anything I represent.” Kendrick also made a track titled “I Am” in which he spits about his hometown and how it shaped his life. Another addition to the partnership is that Kendrick will feature in the company’s global campaign that will celebrate the 25th Anniversary of Reebok’s Ventilator shoe, which will be in stores in March 2015.