Adidas To Launch Pre-Super Bowl Talk Show With Host Snoop Dogg

Adidas’ newest digital project aims to get football fans excited for the upcoming Super Bowl L. The athletic apparel brand will launch the branded NFL-themed and Snoop Dogg-hosted talk show Turf’d Up on December 30, 2015.

Adidas and Snoop Dogg already have a working relationship in place, as the rapper and long-time football fan is the brand’s official Director of Football Development. For Adidas’ Turf’d Up project, Snoop Dogg will interview ex-NFL players, iconic sports personalities, and both traditional and digital celebrities, including John Salley, George Lopez, Willie McGinest, Antonio Pierce, iJustine, and Jesse Wellens of PrankvsPrank. Cashmere Agency headed production on the eight episodes of Turf’d Up, which will debut on Snoop Dogg’s WestFestTV YouTube channel that’s in possession of over 1.3 million subscribers.

This is not the first time Snoop Dogg has participated in a web series surrounding the theme of football. In September 2015, AOL teamed with the rapper to create a series focused on the Snoop Youth Football League, a charity founded by Dogg to help underprivileged children play organized football with each other. The untitled series, which has yet to debut on AOL’s platforms, follows the lives of SYFL players and coaches as they travel across the U.S. to compete against other teams.

“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 Adidas’ VP of Team Sports Mark Daniels to Adweek, who originally reported the story. “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.”

You can catch the first episode of Turf’d Up on WestFestTV on December 30.