Kendrick Lamar Appears In New Reebok Commercial

"From the very heart of me, belief becomes action," Kendrick Lamar intones in an inspirational ad for his new Reebok sneaker. "No distractions will take my eyes off the prize," he continues. "Greatness is my goal, but there is failure on the way... But what I can’t control can't confine me. And what I can't do can't stop me."

The rapper has a longstanding relationship with Reebok. Last year he collaborated with the company on a shoe that addresses gang violence, and he unleashed a freestyle at a Reebok-sponsored event for teens in March. Watch the spot above.