Kendrick Lamar fans got a little taste of his partnership with Reebok at last month's surprise concert-meets-5k-run in Los Angeles, and now the first official commercial starring the rapper has dropped. It's a very Kendrick-esque ad, but it still has a few people raising an eyebrow over his motivations for the partnership.
The full video features sweeping views of the rapper's native L.A. and shots of Kendrick and the team going over shoe designs in a warehouse. But it's the voiceover that's the main draw here. It's reminiscent of Kendrick's signature lofty lyrics which, somewhat oddly, don't have much to do with shoes.