You know a rapper has reached a rarefied level of fame when a goddam
sneaker company is enlisting him for a commercial. It’s not exactly a
surprise that Kendrick Lamar is a star on the rise, but it’s still
striking to see Reebok devote considerable resources to a three-minute
ad starring the guy. Music-video director Anthony Mandler
helmed the black-and-white ad, which shows Kendrick skulking through
his Compton hometown and generally looking as iconic as possible. In the
video, he recites a feverish a cappella verse. As far as I can tell,
it’s unreleased, though I’m pretty sure I’ve seen him do it as a live
freestyle or something like that.
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