Envisioned by Kendrick Lamar and designed by streetwear designer Ian Paley, the shoe brings the authenticity and originality of Kendrick’s music to life while revisiting the inspirational neutrality story. Reebok India Product Manager Pragya and music enthusiast Uday Kapoor (L-R) were present at the exclusive preview of the Kendrick Classic X Limited Edition range in India.
The new range translates Kendrick’s story metaphorically – be it the challenges he faced being divided between two neighborhoods, the use of fame within the cultural atmosphere of the present day, or being motivated by standing up for what he truly believes in.
The typically streamlined, understated sneaker is updated with a longitudinal seam running down the sneaker’s upper, tongue and heel, which stands out with thick, raised stitching. Separating blue from red to tell the unity story, the seam also dives further into Kendrick’s life, representing his own ‘split seams’ and the major decision in his life – from staying neutral in the face of gangs to inspiring and empowering youths.
The split theme is further brought to life through eye-catching details such as dual color tongue and heel tabs, sitting atop a split outsole executed in gum and grey. Side panel branding is blanked out apart from a red or blue K on the corresponding sneaker, paying homage to Kendrick and reemphasizing the message of unity.
Commenting on the launch of Reebok Classic X Kendrick Lamar limited edition range, Senior Marketing Director, Reebok India, Silvia Tallon said, “With this launch, Reebok Classic continues its collaboration with multi-platinum selling Top Dawg Entertainment artist Kendrick Lamar. He is one of the most prolific artist today and is recognized across the globe for the authenticity and originality of his music. His values are intrinsic to Reebok Classic in many ways. This is our third capsule with Kendrick but first time in India celebrating one of our most iconic sneakers, the Classic Leather. Through this collaboration we are committed to pushing the boundaries of fusing music and sneaker culture in the life of our consumers.”
Priced at Rs 12,999, Indian consumers can register themselves for the raffle by visiting the Reebok Fit Hub store at Select City Walk, Saket, New Delhi or India’s first multi-brand sneaker store VegNonVeg, at Meharchand Market, New Delhi. They can also get a chance to buy the limited edition shoe by registering and entering a contest at www.koovs.com/kendrick.
On July 1, 2016, the raffle boxes will be opened at VegNonVeg store at 12.01 am and at Reebok Fit Hub Store at 7 pm. On Koovs.com the shoes will be exclusively available from 12:30 pm.