Kendrick Lamar Talks Being a Champion in Reebok Classic Club C Ad Campaign [Watch Now]

Kendrick Lamar and Reebok keep their partnership going strong as the Compton MC pays homage to the classic Club C sneaker which returns globally next week in several new flavors.

To promote the new sneaker campaign, Kendrick Lamar talks about what “Club C” means to him and maintaining his “champion” mentality throughout his growth in life.

The Reebok brand ambassador discuss the values intrinsic to both him and the sneaker: fearlessness, confidence and expression. In one of the clips, he says,

“I always held myself on a higher pedestal to be a champion, you know, whether I was an inch close or whether I was a half a mile. I just felt like the was always the goal to put the pressure on myself to reach a certain level of success and the shoe represents that, period.”

Director NABIL captures King Kunta in four short clips in front of a projection of Compton High School’s tennis court paying homage to the Club C while continuing to inspire the youth in these mini testimonials. K. Dot also shares a few more jewels adding,

“Everyone wants to glorify the person who actually got the trophy. You gotta be willing to do it if the trophy wasn’t in your hands anyway. I think the champ is always the underdog at heart, even while winning.”

Check out the clips below.