Reebok is gearing up to release an updated 2017 version of its Club C sneaker and now the sportswear giant has released an official video campaign starring Kendrick Lamar.

The video series, titled “Hold Court,” features the Compton rapper describing the qualities essential to both him and the sneaker; courage, self-confidence and creativity.

Watch the first video of the series above and stay tuned for more details regarding the spring release of the updated Reebok Club C!