The Finish Line, Inc. teamed up with renowned hip-hop artist and longtime Reebok Classics fan Kendrick Lamar for the latest reboot of the iconic Reebok Ventilator, available now online and in select stores nationwide. Finish Line will support the brand story as told by Lamar, the face of Reebok’s Ventilator campaign, across its channels with exclusive content and key influencer support. Originally introduced to the sneaker world 25 years ago, the Ventilator is back with a classic look featuring four bold new colorways.
“Reebok Ventilator’s classic silhouette remains a staple item in the wardrobes of tastemakers, such as Kendrick Lamar, to this day 25 years after making its market debut,” said Paul Diehl, Finish Line brand marketing director. “Reebok has been a part of Lamar’s signature style for years and we’re thrilled with the opportunity to work with him to bring an authentic voice to our customers surrounding this milestone release.”
In association with Reebok, and part of an ongoing partnership to bring the best of entertainment and sneakers to Finish Line, the retailer caught up with Lamar at his studio for an exclusive interview which will be released in May through its video initiative dubbed the “Studio Sessions.” This series offers fans a fresh look into the lives, styles and creative processes of some of the world’s top musical artists.
The retailer’s omnichannel strategy for the Ventilator includes of a full site takeover featuring the collaboration driving traffic to its social channels with content also flowing through select Finish Line doors. Additionally, the retailer has the support of five power influencers DJ Drama, Raekwon, Ashley Outrageous, Kicks on Fire and Jonathan Mannion who will also be posting about the campaign within their social media communities all month long.
