Kendrick Lamar is continuing to carry on his message of revolution from To Pimp a Butterfly, and now, he's enlisting Reebok in for help. After performing on a flatbed truck across Los Angeles with the sneaker giant, today (April 6), Lamar has teamed up with Reebok once again for an empowering short film/commercial "Be Ventilated."
"Be Ventilated" ties into the release of the Ventilator Day Glo sneaker, and the film ties in Lamar's social justice work and calls for revolution with tennis shoes.
The short film begins with a young boy walking through the streets of Compton, before coming to the Reebok headquarters, introducing his bright yellow sneaker and then going to the streets.
All the while, Lamar narrates with a message of being who you are in the spirit of revolution.
"When in the course of human events it becomes necessary for we, the people, to do things a little different, it's in the air, you can feel it. We can no longer sit idly by while the powers that be tell us how to live, how to think, how to act, all the while writing songs about not caring about us. No anonymous posts or spineless sub-tweets will do us justice. We, the people, can no longer hide. The time is now. And they know it too. We hold this truth to be self-evident; the wind of change is blowing in. Inhale. Exhale. And breathe," he says in the clip.
"Be Ventilated" is just the latest collaboration between Lamar and Reebok, who first released a commercial together last year. His new album To Pimp a Butterfly is out now.
