Kendrick Lamar and Reebok Classics released a surprise video this morning. In the short film, narrated by K. Dot, the Compton prophet spills his inner views on the cultural change he wants to usher in. For Mr. Lamar, it’s not just about creating music, but his message is the key.

“No anonymous posts or spineless sub-tweets will do us justice. We, the people can no longer hide. 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.”

Watch the short below…

For people out there striving for something new, unexpected and yet classic, Reebok presents the Ventilator. In an era when “fitting in” means following someone else’s lead, Reebok encourages you to move in your own direction. Claim your distinction. Be bold. Inspired by Kendrick Lamar’s definitive and powerful lyricism, Reebok is bringing a collaboration that invites you to do your thing… a little differently.

The Reebok Classic “Ventilator Day-Glo” will be available at Finish Line, Urban Outfitters, Jimmy Jazz, Villa, Sheikh’s, Shoe Palace, and for $75 for adults and $65 for kids.