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To Pimp A Butterfly is already being referred to as a classic, but that doesn’t mean K.Dot has stopped working.

After collaborating with Reebok for a performance on a flatbed truck, Kendrick Lamar is now the star of “Be Ventilated,” a new commercial by the sportswear brand for Ventilator Day Glo Shoes. Throughout the ad, the rapper rocks the vibrant-colored sneakers and inspires a diverse cast of youth to be leaders. In true Kendrick fashion, the ad has plenty of protest-movement references as well.

Check out the full commercial above. If you’re looking to cop, the kicks are available in four different colorways and will retail for $75.

VIDEO CREDIT: YouTube

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