Adidas Gives Snoop Dogg His Own Football Talk Show as a Prelude to Super Bowl 50

Turf'd Up builds out the brand's partnership with the rapper

Headshot of Kristina Monllos

Adidas is capitalizing on football fandom before the Big Game this year: The company gave Snoop Dogg his own talk show where he'll be interviewing ex-NFL players, celebrities and revered sports personalities.

Snoop Dogg may seem like a strange choice for a football talk show host, but he's an avid fan and earlier this year Adidas tapped the entertainer to be their head of football development.  

The trailer (see below) for the eight-episode series, Turf'd Up, was released today and the first episode will post to Snoop Dogg's Youtube channel, WestFest TV—which has 1.3 million subscribers—on Wednesday, Dec. 30. 

"We have a long-standing relationship with Coach Snoop, which includes everything from working with him to design signature footwear, apparel and uniforms, to the sponsoring the SYFL—his grassroots football program," said Mark Daniels, vp of team sports for Adidas. "Turf'd Up is the natural extension of our partnership and provides the perfect platform to showcase Coach Snoop's talent, his knowledge of the game and how Adidas Football is the only brand that fuses sports and culture."

The series, developed for the brand by Cashmere Agency, will feature guests like Antonio Pierce, Terrell Owens, John Salley, Tony Gonzalez, George Lopez, Rich Eisen, Robert Horry, Willie McGinest and YouTube personalities iJustine and Jesse from PrankvsPrank. 

"We knew that we wanted to tap into Coach Snoop's natural hosting abilities to create this one-of-a-kind talk show," said Nick Adler, svp of Cashmere.

According to Adler, the agency's "expertise and deep understanding of the multicultural millennial marketing space led [them] to also tap into Snoop's social footprint [with 13 million Twitter followers and 7.5 million Instagram followers] to execute an online roll-out strategy for Turf'd up that would resonate with football fans around the world."

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.