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Kendrick Lamar, BET Awards, Black Lives Matter, Police brutality

Source: (Photo by Christopher Polk/BET/Getty Images for BET) / Getty

Kendrick Lamar‘s altruistic message extends past To Pimp A Butterfly and the videos. It also applies to endorsements deals. Lamar is using the Reebok Ventilator to promote gang unity.

The suede kicks features a red-and-white colorway for the right shoe and blue-and-white for the left to correspond to the blood and crips. The tongues feature Kendrick Lamar’s name in signature writing, while the inside features the word “NEUTRAL” — symbolizing the substitution of violence for comeraderie.

The sneakers drop on July 18.

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