The Dutch denim brand tapped the rapper to front its Hardcore Denim campaign set to a custom-made version of his single, “Say it Witcha Booty.” An accompanying video shows the rapper surrounded by a crowd dressed in denim and showing “backside appreciation.” Calling out jeans’ rear-accentuating design, the song serves as a tongue-in-cheek soundtrack to G-Star’s new collection.
“Snoop Dogg is a true original: best in class, real and outspoken,” said Gwenda Van Vliet, G-Star Raw’s chief marketing officer. “He is continuously reinventing himself and he merges worlds in unexpected ways. Our joint campaign is bringing that philosophy to life.”
The campaign debuted on Wednesday, with a section of G-Star’s website devoted to the new debut. Highlights include a short clip of the rapper addressing consumers, along with his top fashion picks, including a denim chore jacket, bucket hat and a soon-to-be-released cargo pant.
“I’m teaming up with G-Star, because we are both pushing the field, staying ahead, cutting the edge,” Snoop Dogg said of the partnership. “We are both masters of our craft—leading the game. You know what I’m saying? We look ahead.”
The campaign follows Gap’s successful collaboration with Kanye West’s Yeezy label, which has reportedly already accumulated $34.9 million in media impact value since the collaboration was announced last summer. It expects revenue from the joint collection to top $150 million next year.
Denim brands collaborating with rappers and other influential artists is a strategic approach for engaging younger consumers. Tommy Hilfiger’s latest campaign centers on the growing hip-hop, rap and R&B scene in Europe and features U.K.-based artists Ray Blk and Big Zuu. Last year, Sean John debuted its first women’s collection in collaboration with Missguided, and tapped up-and-coming American rapper BIA to star in the accompanying campaign. Luxury labels such as Dior are following suit, with a new collection made in collaboration with rapper Travis Scott.