You know a rapper has reached a rarefied level of fame when a goddam sneaker company is enlisting him for a commercial. It’s not exactly a surprise that Kendrick Lamar is a star on the rise, but it’s still striking to see Reebok devote considerable resources to a three-minute ad starring the guy. Music-video director Anthony Mandler helmed the black-and-white ad, which shows Kendrick skulking through his Compton hometown and generally looking as iconic as possible. In the video, he recites a feverish a cappella verse. As far as I can tell, it’s unreleased, though I’m pretty sure I’ve seen him do it as a live freestyle or something like that. Watch the ad below.

There’s still a Kendrick album coming out sooner or later. Keep watching the skies.