In a new ad for Reebok Classic, Kendrick Lamar explains what the word 'classic' means to him. The short clip shows Lamar reminiscing about being 13 years old, and telling stories about wearing Reebok shoes and beginning to write original lyrics for the first time.

"I freestyle over everything / Give me instrumentals, I bet I make bells ring," he raps. The track "untiled 07 | levitate" plays throughout the clip, shot on vintage film by director Nabil Elderkin.

The rapper has been collaborating with the company since 2014, when Lamar tweeted a link to a video that similarly featured him rapping in classic Kendrick form, dropping words of knowledge for the masses.