Kendrick Lamar released a collaboration with Reebok earlier this year in the form of the Classic Leather “Perfect Split,” a shoe he worked on with the company. To go alongside their collaboration, Kendrick has been appearing in a number of promos about the shoe, and now they’ve released a new deeply personal promo for the shoe with assistance from director Nabil. Talking about what “classic” means to him, and how he started writing music from the age of 13, the video also features Kendrick freestyling.

Nabil’s distinct touch can be felt during the promo, and it’s clear that his vision works well with Kendrick’s. Nabil told FACT earlier this year, “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.”

Watch the captivating commercial for his shoe above.