Kendrick Lamar is Nike’s newest ambassador, and it looks damn good on him

Kendrick Lamar is having a great year. His single “HUMBLE.,” off of DAMN. is basically everywhere. But as any good musician knows, it’s not always all about the music. Which is why we’re glad to hear that Kendrick Lamar is Nike’s newest ambassador — because everyone needs a a solid product endorsement deal (right?). It’s sort of weird news, since Lamar had been working with Reebok for years prior, but apparently the classic Nike look was too good to turn down.

He announced the news via Twitter and Instagram, sharing a picture of himself in a pair of Cortez sneakers, writing, “Cortez. Since day one.” Indeed, the rapper has been spotted rocking Nike Cortez kicks before, including in the video for “ELEMENT.”

Let’s jut be honest here, both Reebok and Nike are classic AF, but this summer’s re-release of the Cortez OG was a pretty big deal for sneakerheads, as the iconic shoe got a very modern makeover. Who can blame Lamar for wanting to endorse both sneaker brands?

Lamar does not feel conflicted about endorsing products and being a serious musician. He told Rolling Stone that it’s okay to have a number one record and essentially be a “pop” artist, while also remaining true to your art. Though not everyone can do it, he said.

Said Lamar:

"It gets tricky, because you can have that one big record, but you can still have that integrity at the same time. Not many can do it...wink-wink. Still have them raps going crazy on that album and have a number one record, wink-wink. Call it whatever you want to call it. As long as the artist remains true to the craft of hip-hop and the culture of it, it is what it is.

And what would hip-hop culture be without the fashion and, namely, really great sneakers? Run-DMC was the first hip-hop group to sign onto a brand with “My Adidas,” but the relationship between high-fashion labels and hip-hop has always been complicated, as rapper Nas once explained the The New York Times.

The best collaborations, of course, are when the ambassadors can be themselves and rock the clothes. Which is something, judging from his announcement, Kendrick Lamar has down.

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