Kendrick Lamar to design a capsule collection for Reebok

Reebok has announced a partnership with the American rapper Kendrick Lamar, who is the brand's latest spokesmodel.

Through their tie-up, the recording artist and the sportswear brand will establish programs to give urban youth an alternative to the streets. In a short film titled "Reebok Presents Kendrick Lamar" and shared on YouTube, the rapper pays homage to the youth of Compton, the Los Angeles suburb where he grew up and where the footage was shot.

The video offers a first look at the Ventilator OG, the latest incarnation of Reebok's iconic Ventilator sneaker, due to launch on January 15. Lamar will also be featured in a global campaign celebrating the 25th anniversary of the Ventilator.

Finally, Lamar will design a Fall/Winter 2015 capsule collection for Reebok. Expected to launch in June, the line will include several new variations on the famous sneaker, all customized by the artist.