Kendrick Lamar Named Chanel Ambassador Amid Tour and Gatorade Deal

In Hip-Hop, Kendrick Lamar is known as the boogeyman. To others, he’s simply a cutie patootie. So it’s no surprise that the baby-faced assassin is putting that smooth chocolate skin and charming smile to good use. Just days after announcing his partnership with Gatorade and kicking off the Grand National Tour with SZA, Kendrick has been revealed as Chanel’s newest ambassador. The Grammy-winning rapper will star in the French house’s upcoming eyewear campaign.

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This isn’t Kendrick’s first time collaborating with Chanel. In 2023, he attended the Met Gala in a custom leather bomber by then-creative director Virginie Viard. A year later, he and his pgLang partner Dave Free directed The Button — a short film starring Margaret Qualley and Naomi Campbell to promote Chanel’s Spring-Summer 2024 Haute Couture show.

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Kendrick Deserves It All

Kendrick told us in “man at the garden” — “I deserve it all.” And now, he’s living it. K. Dot is reaping the rewards of years of artistry and dedication to this thing called Hip-Hop.

"Whisper to me every time I close my eyes. He said, "You deserve it all."

It also echoes what I said in my piece on his Gatorade deal: pgLang isn’t just a label — it’s becoming a cultural force, one of the most exciting creative and production collectives reshaping how artists move through the entertainment industry.

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