The Finish Line goes old school hip-hop with Reebok

Hip-hop artist Kendrick Lamar is lending some old-school street cred to the Finish Line’s launch of the latest reboot of the Reebok Ventilator.

The retailer says Kendrick will be 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 that 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.

The Finish Line has approximately 1,030 Finish Line branded locations primarily in U.S. malls and shops inside Macy’s department stores and employs more than 14,000 sneakerologists.