It's just another breezy day in Venice, CA when we come upon a guy in Foot Locker stripes. He drifts along on a skate board holding some precious cargo--a pair of adidas Originals' "Hard Court Defenders"-- enclosed in a glass box. He makes his way past low-riders, drivers and musicians, who part to reveal Snoop Lion, aka L.A.'s "Sneaker King," whose new track "Here Comes the King" plays throughout.
The spot adds to the rap star's increasingly substantial advertising repertoire. It's part of a campaign that includes online, branded content, cinema and point of sale. It will run for four weeks from August 23rd in the U.K., Spain, France, the Netherlands, Italy, Canada and Australia.