New Delhi, June 23 (IANS) Grammy award-winning rapper Kendrick Lamar and Reebok Classic have announced the global launch of the Reebok Classic X Kendrick Lamar range. Only 50 pairs are available for grabs in India.
Envisioned by Lamar and designed by streetwear designer Ian Paley, the shoes bring the authenticity and originality of his music to life while revisiting the inspirational neutrality story.
The new range translates Lamar’s story metaphorically — be it the challenges he faced being divided between two neighbourhoods, 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 its 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 Lamar’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 colour 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 Lamar and reemphasizing the message of unity.
Silvia Tallon, Senior Marketing Director, Reebok India, said in a statement: “With this launch, Reebok Classic continues its collaboration with multi-platinum selling Top Dawg Entertainment artiste Kendrick Lamar.
“He is one of the most prolific artistes today and is recognised across the globe for the authenticity and originality of his music. This is our third capsule with Kendrick but first time in India that celebrates one of our most iconic sneakers, the Classic Leather.”
Priced at Rs 12,999, the Reebok Classic X Kendrick Lamar shoes will be available to Indian consumers for pre-booking starting Friday on Koovs.com, or they can visit India’s multi-brand sneaker store VegNonVeg and the Reebok Fit Hub store at Select Citywalk, Saket to drop their booking requests in the raffle box.
On July 1, the raffle boxes will be opened at VegNonVeg at 12 a.m., sale on Koovs.com will be initiated at 10 a.m. and the final limited edition shoes will be sold at Reebok Fit Hub Store at 7 p.m.