All this year, ASICS have been linking up with House of Pharoahs’ Sam Wise and artist Ryan Hawaii for their What The Gel campaign to help celebrate their historic use of what the sneaker dons call GEL technology, something they’ve been incorporating into their shoes since 1986.

ASICS are keen to work with talent who are more about substance than hype. The latest artist they’re linking up with is Mercury Prize nominee Novelist and together, with the help of JD Sports, they’ve created a new music video for a Nov original called “When I Step”. In the crisply-shot visual, we see the Lewisham spitter spin some classic hip-hop bars about working hard, looking fresh and taking care of your creps, combining ASICS and Novelist’s philosophy that “a healthy mind is a healthy body.”

It’s a little different from the rawness of his recent album Novelist Guy, instead opting for a more classic 2000s rap sound with punchy drums and a grizzled bassline. Check out the visuals exclusively above, as well as some behind-the-scenes shots from the shoot below.