Reebok has made some waves recently and this one is probably the one I like the most. They had stepped away from the four major sports, but then found themselves with the UFC. Now they’ve gotten into a deal with rapper Kendrick Lamar.

This isn’t the first time Reebok has worked a deal with a rapper. They used to have deals with Jay Z and Rick Ross. In fact, the Reebok Classics have always been highly regarded in the hip hop world and this deal with Lamar is a little surprising. Even though he has been seen wearing Nikes most times, he has a nostalgic connection with Reebok.

With the 25th anniversary of the Reebok Ventilator coming up, this was a deal that I hope gets Reebok back into a niche they once had. Lamar is the hottest rapper still out there and I look forward to seeing what they have in store.