New York rapper Cam’ron is taking his Reebok relationship to the next level. The hip-hop veteran has teamed up with the iconic sneaker franchise to help launch a new “3:AM” series.

The upcoming series will focus on curators and designers like Killa Cam digging into their creative processes.

To celebrate the limitless energy that the early morning hours bring, Reebok has partnered with Foot Locker to launch “3:AM,” a series of brand new content and event activations that will explore how creativity thrives in cities while everyone else is sleeping. The series will kick off in New York City – the city that never sleeps. To bring this concept to life, Reebok and Foot Locker have partnered with two of New York’s groundbreaking creatives – globally acclaimed Harlem based rapper and Reebok ambassador Cam’ron and trailblazing Bedford-Stuyvesant based artist Trevor “Trouble” Andrew.

To help get sneakerheads excited, Reebok has launched a must-watch teaser clip which features Cam and designer Trevor “Trouble” Andrew.

In the launch teaser video here, we follow both Cam’ron and “Trouble” Andrew through their nighttime activities. We get a peek into what makes these particular creatives tick and how the unique hum of NYC nights inspires their ongoing work and their creativity, with further visual pieces to come. The first chapter of the “3:AM” series will officially launch at Foot Locker’s NYC33 space in NYC on Dec. 12, bringing together Cam’ron and “Trouble” Andrew for a private event.

A few weeks ago, Cam and Reebok announced their latest collaboration rollout.

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Inspired by Harlem Nights, the fresh take on the classic DMX Run 10 Cam Ron silhouette is featured in a blackout colorway that is bound to turn heads and make this silhouette the must-buy shoe on the season. As one of the shoes at the forefront of technological innovation, the DMX Run 10 features unique DMX cushioning that has made it the best shoe for both function and style over the years.

[Above photo credit: Reebok]