Kendrick Lamar might be the self-proclaimed King of New York, but he hasn’t forgotten where he came from.
The rapper has a new collaboration, this time with Reebok, and for the campaign, he heads home to Compton in a video titled “I Am.” K.Dot spits spoken word as he delivers an ode to his city, featuring students from the high school he attended.
“Reebok has a history of helping kids in the community realize their potential is limitless,” Kendrick said in a press release. “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.”
Check out the video up top, and for more Kendrick x Reebok, click here.