Since becoming a household name, Kendrick Lamar has been the go-to guy when a company wants to work with a positive rapper. Reebok is the latest company to form a partnership with the TDE lyricist.

Lamar appears in the sneaker company's new ad titled 'I Am,' in which he goes back to his Compton neighborhood to talk about how he started rapping.

"You see gang banging, drug paraphernalia, you see things from the streets, so what you gonna do," he states. "You gonna find something that you love to do and have a passion for it, or you gonna stay mingling in the streets until something major happens. So the moment I defined myself and freed myself was the time I locked myself in the studio and said you need to do music."

The clip also features students from Kendrick's alma mater Centennial High School, and he included them to provide inspiration.

"Reebok has a history of helping kids in the community realize their potential is limitless," the 'Section 80' creator explained in a press release. "I saw what the brand was doing, and I wanted to be a part of it and make it even stronger. It's as simple as that. Kids that listen to my music are looking for inspiration. It's important that I continue that message in anything I represent."

Kendrick is currently in the design phase of his new Reebok shoe, which will be released in 2015.

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