Rapper Kendrick Lamar has been named sportswear company Reebok's new brand ambassador.
The Poetic Justice hitmaker recently released a short film titled Reebok Presents Kendrick Lamar, in which he debuted the Ventilator OG sneaker and paid homage to his hometown of Compton, California.
A statement from Lamar reads: "Reebok has a history of helping kids in the community realize their potential is limitless.
"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."
In addition to his partnership with the company, Lamar will release a capsule collection next year (15).