While brands across the board are constantly trying to tell a ‘story’ in their marketing efforts, not all of them can get it right.
Luckily for Reebok, they snagged Kendrick Lamar for a very cool ‘Be Ventilated’ commercial for their Ventilator OG shoe. Reebok, as most brands do, loves to partner with some of the hottest people in popular culture and Kendrick is definitely one of them.
“Reebok has a history of helping kids in the community realize their potential is limitless. I saw what the brand was doing, and I wanted to be a part of it and make it even stronger. It’s as simple as that. Kids that listen to my music are looking for inspiration. It’s important that I continue that message in anything I represent,” said Lamar. (source: #ThisIsKendrick)
Three months ago Reebok and Kendrick Lamar created a short film directed by Anthony Mandler shot in the streets of Compton, CA that further tells the story of the new shoe and why he chose to be a part of the brand.
Yes, brands have finally caught on that millennials don’t give a rats ass about a brand that they will never have an opportunity to be a part of. Millennials will not buy in if they cannot fit in. In order to grasp the youth you have to give them something to believe in. Those old traditional marketing tricks will no longer work.
This is why I proudly embrace the fact that my team and I are twenty-something year old entrepreneurs. We understand what the youth wants because we are a part of the culture. The youth will always win. Even when I’m in my 40’s I will have to understand that the youth will always control the tide. In order to stay relevant you have to stay with the times – and they are constantly changing.
Reebok, Powerade and Dick’s Sporting Goods in the last few years have caught on to the art of storytelling and recognize the wants of the youth which is why people buy into those brands. Sure, every brand that is generating revenue has a consumer buy-in of some sort. But a simple story can be told over and over again.