If you've been watching Kendrick Lamar’s promotional run for his latest album, To Pimp a Butterfly, you’ll notice that he constantly wears Reebok kicks on his feet. That’s because the sportswear company has signed K. Dot to a shoe deal and have now released a commercial featuring the Compton rhymer.

The 75-second ad is called “Be Ventilated” and focuses on the Reebok Ventilator Day-Glo sneaker. In a voice-over, Lamar recites a poem encouraging the youth to step into their own lane and be fearless.

“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,” he says. “No anonymous post or spineless sub tweets will do us justice. We, the people, can no longer hide... A wind of change is blowing in. Inhale. Exhale. And breathe."

Lamar gathers thousands of people, who are all wearing various colors of the Reebok Ventilator kicks, to represent the freedom of expression through their own unique fashion sense.

As far as the Reebok Ventilators, the sneakers come in four neon colorways and are available at sneaker retailers and Reebok.com for $75.

Reebok

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