Rapper-of-the-moment Kendrick Lamar hopes his new $109 Reebok sneakers will promote peace, unity and equality in the world.
The 29-year-old Compton, California native became a “brand ambassador” for the sportswear giant in 2014, and he has used similar ideological guerrilla marketing to sell sneakers to his fans.
Kendrick’s latest creation is a new twist on Reebok’s Club C model, and features acid-washed denim in black and white on the upper part of the shoe with a red label on the sneaker’s tongue.
The Reebok branding on the side is made in all black, with the ‘k’ and ‘o’ highlighted in red to represent the hip-hop star’s nickname, “Kdot”.
Kendrick believes his sneakers will somehow convince disaffected and alienated gang bangers to lay down their weapons of choice and embrace his expensive new Reeboks (while lining his pockets with cash).
It is this same backwards, bourgeois and idealistic thinking that led Democrats to protest “Stop & Frisk”, which was actually an effective crime-fighting tool.
“Now more than ever it is important for individuals to come together as one,” Kendrick explained in a press release. “This sneaker represents that call for unity and equality, while also pushing people to look beneath the surface and uncover the hidden messages. This is something I try to do with my music, and now here with the Club C,” he added.
It must be nice to live in Kendrick’s world where a sneaker can do all that.
*(bold emphasis mine)