Kendrick Lamar’s New Reebok Commercial Debuts

Kendrick Lamar Reebok

Kendrick Lamar formed a partnership with Reebok in December to relaunch the company’s Ventilator sneaker, and now the first official commercial starring the rapper has debuted.

The clip features images of the rapper’s L.A. stomping grounds and shots of Lamar going over shoe designs with his creative team. While the images are shown, Lamar provides the voiceover the clip.

“When in the course of human events it becomes necessary for we, the people, to do things a little different,” starts the voiceover. “It’s in the air. We can no longer sit idly by while the powers that be tell us how to live, how to think, how to act—all the while writing about so-and-so not caring about us. No anonymous posts or spineless subtweets will do us justice. We, the people, can no longer hide. The time is now and they know it, too. For we hold these truths to be self-evident: A Wind of change is blowing in. Inhale. Exhale. And breath.”

This year marks the 25th anniversary of Reebok’s Ventilator and Lamar will debut his own limited edition capsule collection for Fall/Winter 2015.

Watch the ad below!