Kendrick Lamar and Reebok Team on New Club C Sneaker

Emma McIntyre/Getty Images for MTV
Kendrick Lamar during the 2016 MTV Movie Awards at Warner Bros. Studios on April 9, 2016 in Burbank, Calif. 

Kendrick Lamar and Reebok are kicking along with a new retro sneaker crafted to promote “unity and equality”.

The multiple-Grammy winning rapper has shared a first glimpse of his new capsule collection, a reinvention of the sportswear giant’s classic Club C model.

The latest shoe, his third collaboration with Reebok, features acid-washed denim in black and white with a red label on its tongue. The Reebok branding along the side appears all in black with the “k” and “o” highlighted to reference the Compton hip-hop star's nickname “KDot”.

“Now more than ever it is important for individuals to come together as one,” Lamar explained in a media statement. “This sneaker represents that call for unity and equality, while also pushing people to look beneath the surface and uncover the hidden messages. This is something I try to do with my music, and now here with the Club C.”

Lamar’s first collaboration with the brand came in the form of the Ventilator shoe in 2015, which was followed by the artist’s take on the iconic Classic Leather sneaker in January of 2016.

The new Kendrick Lamar x Reebok Club C will roll out at retail from Jan. 13 with a price tag of $109.99 for adult sizes, the kid’s style will cost $70 and toddler sizes will be priced at $50.