• 07-APR-2015

Reebok Classic Presents: Be Ventilated Featuring Kendrick Lamar

Reebok Ventilator DayGlo KendrickLamar


APRIL 6, 2015, CANTON, MA- Today, Reebok Classic unveils an inspiring film featuring Top Dawg Entertainment artist, Kendrick Lamar. The partnership between Reebok and Kendrick Lamar was heralded as a game changer within the sneaker world. Placing Reebok's Ventilator Day-Glo at the heart of a style revolution led by Kendrick, the film's message has one solitary objective… to "Let it Flow." A kaleidoscope of culture is represented through the streets of LA, as the masses stand up to the stale, expected and typical fashion norms that are currently in society.

The featured Day-Glo pack uses provocative, vibrant colors and creates a loud statement on some of Reebok's most classic sneaker models to capture the look and feel of the 90's, while also evoking a revolutionary new expression inspired by Lamar and his message of positive self- expression. The revolutionary effects of the Ventilator are brought to life through vivid imagery and Kendrick's personality and wise words, inspiring youth to choose their own style and express themselves in their own way—allowing them to reach their highest creative potential.

The new film captures the inspiration behind not only the shoe, but the brand's ultimate message. "At Reebok, we seek to inspire people to be the best version of themselves —physically, mentally and socially, and Kendrick lives and breathes this message. In 2015, it's no longer cool to blend in with the crowd. Kendrick has his own style and encourages kids to do the same. We couldn't ask for a better person to represent our brand." Reebok VP of Classics, Todd Krinsky.

Kendrick's personal style is evident in the construction of the Ventilator itself. "My style is simple, but with an edge- and it's classic as that," notes Lamar. The Ventilator is classic, yet a trailblazer—an inspiration within the sneaker market. As the first to allow air to travel through the sneaker, Ventilator pioneered a perennial trend in the industry. Neon played a crucial role in 90's pop culture history. From the days of disco, punk rock and pop art posters, to graffiti on the Berlin wall, DayGlo was there, making life brighter and bolder. Now it's back, with the help of Kendrick, in a statement against the stale and usual.

Ventilator DayGlo will launch in select retail locations on April 6, 2015 for $84.99/€90.

Be a part of the Revolution

About Reebok

Reebok International Ltd., headquartered in Canton, MA, USA, is a leading worldwide designer, marketer and distributor of fitness and lifestyle footwear, apparel and equipment. An American-inspired global brand, Reebok is a pioneer in the sporting goods industry with a rich and storied fitness heritage. Reebok develops products, technologies and programming which enable movement and is committed to accompanying people on their journey to fulfill their potential. Reebok connects with the fitness consumer wherever they are and however they choose to stay fit – whether it's training, running, walking, dance, yoga or aerobics. Reebok Classics leverages the brand's fitness heritage and represents the roots of the brand in the sports lifestyle market. A subsidiary of the adidas Group, Reebok operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. Reebok is the exclusive outfitter of CrossFit and the CrossFit Games, the official title sponsor of the Reebok Spartan Race; the exclusive authentic global outfitter of UFC, and exclusive apparel provider for Les Mills. For more information, visit Reebok at www.reebok.com or, for the latest news at http://news.reebok.com/. Or, discover Reebok at the following locations: http://facebook.com/reebok; http://twitter.com/reebok; and http://youtube.com/reebok