Kendrick Lamar‘s partnership with Reebok has produced three shoe collaborations, the most recent being the Reebook “Classic Leather” which went on sale on July 1 of this year. Throughout the two giants’ partnership, Kendrick has appeared in several commercial and promo spots, and Reebok has unleashed another one today featuring Kendrick doing what he does best: rapping.

The Compton emcee freestyles during the solemn ad, which makes mention of the young age–13–at which Kendrick first began writing and working at what would eventually become his rather lucrative profession. The cinematic nature of the video clip can be attributed to contributions from marquee director NABIL (Kanye West, James Blake), who took on co-directing duties for the project.

Watch the spot above.