Reebok Classic and Fitness lines needed a campaign and retail refresh for the upcoming season, with a desire for Classics to return to its authentic street roots and Fitness looking to modernize and become a brand for a new era.

Reebok Classics partnered with Kendrick Lamar due to his close ties to Compton and his community. Custom bandana prints embedded in the shoes and typography link to similar bandana designs found within the streets of Compton.

Promotional video created to leverage the power and heritage around the 2016 Reebok Classic Leather.