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Style / September 2018
Danielle Rines, Global Newsroom

Jay IDK is Delivering His Truth on His Path to Success

Jay IDK’s journey to success has only just begun and he uses different experiences in his life, both good and bad, as the backbone to his music. His rap career is something he claims “saved his life.”

Born in London, England Jay IDK moved to the U.S. at the age of 2 and grew up in a middle-class home before serving time in prison as a teenager. His experience in the criminal justice system inspired him to be a rapper, giving him a unique way to creatively express himself and a career path to tell his story. Growing up, Jay IDK met people from all different walks of life who held different perspectives from his own. He has used this varied background to inspire his tracks.

“My route to success is definitely different. I grew up knowing two perspectives to life. I grew up middle class with my parents but I went to a school who grew up differently.” 

Jay IDK released two mixtapes early on which gained him attention and a notable fan base and his debut studio album, IWASVERYBAD, dropped in October of last year. From money, to politics, to drugs and what happens when you gain success, Jay IDK doesn’t hold back. He’s reinventing trap music and his unique perspective is turning out to be incredibly relatable to his fans.

“When I started rapping I wanted to create who I was and that’s why I came up with the name IDK which stands for Ignorantly Delivering Knowledge. It’s basically the duality of my life. There’s always something to gain from negative.” 

As part of Reebok Classics Alter The Icons campaign, Jay IDK shows how he overcame different roadblocks in his life through music and chose an alternative path, defying the norm to achieve success. Alter The Icons celebrates Reebok’s daring heritage of challenging the status quo. We’ve embraced that game-changing spirit and altered our most iconic product. The campaign is inspired by future icons who have defied convention, a fusion of ‘80s product and ‘90s branding, bringing a new energy to classic silhouettes. 

Jay IDK is living out defying convention with the release of his most recent music, too. He met his fans where they were, choosing non-traditional and unexpected paths to getting his music to the masses. The first release was through a well-known, high profile magazine and the other in partnership with a popular TV network and programming. 

Unafraid to push creative limits and to speak his mind, Jay IDK uses his upbringing and life altering experiences to fuel his powerful lyrics and remain introspective in his work. He reflects and puts in the time, so his music really makes people think. Jay IDK knows who he is and encourages others to remain authentic, otherwise you’ll lose yourself. 

“It’s ok to be from a good neighborhood and mess up, but just understand what you are and what you come from. Don’t pretend to be something that you’re not.”

Has the Alter The Icons collection inspired you to #alteryourpath? Tweet  @ReebokClassic  and show us how! 

Style / September 2018
Danielle Rines, Global Newsroom
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