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Reebok unveiled their Respect The Classic video this week featuring their latest collab with Kendrick Lamar. In the two minute clip, the Compton-born rapper delivers a freestyle and explains how he first discovered the iconic brand around the same time he started writing rhymes in school.

“By the time I started writing when I was 13, I knew from the jump I wanted something that was original, something that was classic,” Lamar revealed. “My first introduction to a classic shoe was the moment I stepped in school and I said to myself, ‘I want to put something down on paper.’ I started writing. Everybody in the classroom was wearing Reebok Classics.”

The 29-year-old rapper gives his definition of the word classic as, “timeless, rules forever,” which is embodied in the brand. He began collaborating with Reebok in 2015 to relaunch their ventilator sneaker, which first hit the shelves in 1990. In the brand’s latest push, Lamar rocked a selection from the Reebok Classic Leather Perfect Split Pack in the dual-color black and white style featuring a predominant rubber sole.

Check out the video for more!

 

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