Kurin Keys has a message to send to all kids across the world with three words, “My Grades Matter.”

Those three words were written on his 14-year old sons pair of Air Jordan 11 “Legend Blue” when he brought home his report card with grades not meeting expectations.

Statement from the father:

“I don’t care about what I spent on the shoes. I need this message to come across everyday when he looks down at his feet, when he feels like he’s fresh to death.”

Check out the video above and let us know if you would do this to your kid to get a message across. And for those that don’t have kids, if your pops did this how would you react?