Over the weekend, Kendrick Lamar announced an official partnership with Nike on Twitter. The collaboration signals the end of the rapper's multiple-year deal with Reebok. Josh Luber, CEO of StockX, says the Nike Cortez shoe ties in with Lamar's upbringing outside Los Angeles. Luber adds Nike's deal with Kendrick Lamar is big, but it's not necessarily special because so many major artists have shoe deals.