To many of the more than 200 million viewers expected to watch Sunday’s Super Bowl, the outcome of the game itself may be less memorable than the TV commercials.
And in the footwear game, Skechers is ready to spend the $6 million-plus for a 30-second time slot, promoting its Hands-Free Slip-In shoes, pitched by none other than the Doggfather himself, Snoop Dogg.
According to a Skechers press release, the commercial that will air in the fourth quarter will tell the story of a day in the life of the hip-hop legend, from a newspaper delivery root all the way to the Oval Office. Snoop’s 1994 hit “Who am I? (What’s my Name?)” will play in the background.
“I’m a man of the people. I’m excited to partner with Skechers, who always brings something for everyone—just like me,” Snoop Dogg, aka Calvin Broadus, said. “In this commercial, I got together with some of my friends, who also all have very active lifestyles and want to be stylish and comfortable at the same time, which we can do with Skechers. They’re shoes for all walks of life.”
“All Walks of Life” is the name of the whole campaign, which Skechers said was conceived by Snoop himself. Snoop’s friend and veritable partner-in-crime, Martha Stewart, will be among the cameos, Skechers said.
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Stewart joined the team of Skechers ambassadors last spring, promoting the brand’s Memory Foam and Arch Fit collections campaign.
Skechers’ 10th time advertising during the Super Bowl came last year when another musician—and noted cannabis enthusiast—Willie Nelson called on America to “Legalize Comfort.”
Not long after Snoop Dogg’s Skechers’ ad runs, a winner will be declared on the field at State Farm Stadium in Glendale, Arizona, and whether that champion is the Philadelphia Eagles or the Kansas City Chiefs, the victors will be sporting bits of confetti, champagne and cigars, all while wearing T-shirts and hats declaring themselves Super Bowl LVII champions.
Obviously, that apparel must have been manufactured well before kickoff, and just as obviously, as many items must have been produced declaring Sunday’s losing team the champions.
So what happens to all of this apparel, which generally numbers about 30,000 items, with glaringly incorrect information?
This year will mark the ninth consecutive year that the NFL has partnered with Good360, a nonprofit organization that takes these items and donates them to people in need around the world in locations including Africa, Asia, Eastern Europe and the Middle East. This also prevents them from immediately winding up in landfills, a huge problem plaguing the fashion industry.
“Year after year the NFL works with Good360 to distribute merchandise because of its successful track record of working with nonprofits that can distribute our product in areas where it would have the most impact,” said Anna Isaacson, SVP, social responsibility for the NFL. “It’s important to reduce our carbon footprint, especially in Super Bowl host cities, and we look forward to working with Good360 as well as our other partners to reduce and reuse wherever possible.”
Good360 stores its donations until enough is received to fill a shipping container that is sent to vetted nonprofit partners around the world. Clothing bearing the incorrect winners from the AFC and NFC Championship Games have also been donated.
“We are thankful for this longstanding partnership with the NFL, which reflects their commitment to charitable and responsible business practices and reinforces Good360’s mission of closing the need gap and opening opportunity for all,” said Romaine Seguin, CEO of Good360, whose corporate partners include Amazon, American Eagle Outfitters, Gap, Inc., Levi Strauss & Company, Tempur Sealy International, and UPS.