While anticipation for Kendrick Lamar's new album has reached fake-tracklist levels, he's keeping busy and visible with other projects—like a team-up with Reebok, who have partnered up with the rapper to debut their new Ventilator OG sneaker, which commemorates the 25th anniversary of their Ventilator line. As part of the partnership, Lamar's made a three-minute-and-change short film with music video director Anthony Mandler (Jay Z, Rihanna), "Kendrick Lamar - I am," which features Lamar delivering a lengthy freestyle verse over shots of his native Compton environment, including footage of his high school alma mater, Centennial High School.
"Reebok has a history of helping kids in the community realize their potential is limitless," Lamar said in a statement. "I saw what the brand was doing, and I wanted to be a part of it and make it even stronger. It's as simple as that. Kids that listen to my music are looking for inspiration. It's important that I continue that message in anything I represent." Watch the video below.