If you've listened to good kid, m.A.A.d city or To Pimp A Butterfly, you're well aware that Kendrick Lamar isn't about style over substance—which makes him an atypical choice to rep a sneaker line. At the same time, however, it's also why he makes the perfect brand ambassador for a classic, now-understated brand like Reebok.

Last time Reebok and Kendrick collaborated, it was for a three-and-a-half minute film that put the spotlight on Kendrick's flow and his old stomping grounds in Compton. This time, they've produced an equally weighty promo. In the video, Kendrick ushers in a new era where everyone will be proud to be themselves.

“No anonymous posts or spineless sub-tweets will do us justice. We, the people, can no longer hide," he says. "The time is now and they know it, too. For we hold this truth to be self-evident. A wind of change is blowing in.” For Kendrick, that wind of change doesn't mean that everyone should dress differently so much as they should think differently—because the crowd of people who appear in the video are almost all bonded by their bright pairs of Ventilator Day-Glos.

As much as a sneaker ad seems like an unexpected place to broadcast this new doctrine, you've got to commend Kendrick on using his post to spread a positive message. He takes his own advice and thinks for himself in his music and his partnerships.