Reebok Kendrick Lamar New Sneakers: How To Get An Early Jump On Release Of Club C 85 'Tonal Gum' Kicks

Reebok Classic has just released its newest ad campaign featuring one of its celebrated sneaker collaborators, rapper Kendrick Lamar. In doing so, the sneaker brand also announced the release date for its latest Club C 85 sneaker.

The spring campaign images and video were released Monday and feature the rapper donning a new pair of the brand’s Club C silhouette – the new Club C 85 Tonal Gum sneakers. Earlier this month, Lamar and Reebok launched the Kendrick Lamar x Reebok Club C style which featured a pair of acid-washed black and white Club C kicks.

“What the sneaker represents is important to me,” Lamar had said of the inimitable sneaker style, according to WWD. “Staying true to your roots and where you came from. Staying real. It’s a sneaker that makes you feel a certain way when you put it on.”

The new campaign images preceded the release date for the Club C 85 Tonal Gum kicks, which were scheduled to debut Friday, according to Reebok.

Nabil Elderkin, a Los Angeles-based photographer, shot the new “Hold Court” campaign, which explores the heritage and the 30-year history behind the Club C. The images and four-part short videos showed images of Lamar’s high school tennis court at his alma mater, Compton High School.

“Reebok has a long history of working with trail-blazing music artists, but we knew a partnership with a lyricist like Kendrick had to mean something bigger for our brand,” Toddy Krinsky, global vice president of Reebok Classics and Entertainment, said in a statement.

The Club C sneakers made their debut in 1985 as a tennis court shoe. Reebok will continue to celebrate the Club C sneaker silhouettes in 2017 with “continual drops throughout the year,” Krinksy said.

The Club C 85 Tonal Gum sneakers will launch Friday, Feb. 3 on Reebok.com. Although prices were not released, the Club C 85 sneakers tend to range between $70 and $80 (the Reebok Classic x Kendrick Lamar Club C sneakers retailed for $109.99). Fans can sign up for emails that will provide information about other announcements and Reebok x Kendrick Lamar launches.