Ahead of the Super Bowl this year, Adidas teamed up with Snoop Dogg to create 'Coach Snoop's Turf'd Up.' This eight-piece series is hosted on Snoop's own YouTube channel, WestFest TV and features interviews with ex-NFL players, celebrities and other sports fanatics from YouTube.
Coach Snoop's Turf'd Up began when Adidas was looking for ways to permeate the multicultural Millennial market and realized what a powerful following the entertainer has—WestFest TV alone has more than 13 million subscribers.
Snoop Dogg might seem like an unusual talk show host for football-centric content, but he's reportedly a huge fan of the sport. Additionally, it's also worth noting that Adidas choice the rapper to be its head of football development earlier in the year.