A new ad for Kendrick’s Reebok Perfect Splits features new rhymes from the Compton superstar.

Kendrick Lamar discusses what he believes defines the word “classic” and spits a few new bars in this Reebok ad shot by music video visionary Nabil Elderkin. The clip also features music from ‘untitled 02 | 06.23.2014’.

Nabil has worked with artists like Bon Iver, James Blake, ANOHNI and Nicki Minaj and has worked closely with Kanye West and Frank Ocean. He could probably answer a few question for us right now.

Back in May, Nabil told FACT that he’d happily watch Kendrick Lamar’s day-to-day, even if it was mundane: “I would watch Kendrick Lamar with a video camera filming where he’s from and what he knows, I would watch that for 60 minutes to go along with the album if he was filming it.” Looks like he’s taken care of it himself.

Lamar has had a busy summer, performing at President Obama’s final 4th of July celebration at the White House and working on videos for Schoolboy Q and TDE’s latest signee Lance Skiiiwalker. He is set to headline the Chris Martin-curated Global Citizens Festival in New York this September.

Read next: Nabil is the music video visionary behind your favorite artists’ aesthetics



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