Content Strategy: adidas Sponsors Web Video Series For ESPN, Snoop Dogg


adidas Mark Gonzalez

TV viewers may find plenty of ways to skip past commercials when watching their favorite programming, but data shows more and more Americans are skipping TV altogether and consuming online video. In April, eMarketer reported that the average US adult watches 5.5 hours of online video every day.

Brands, of course, have embraced online video as a platform for storytelling for some time, and adidas has gone all-in, creating digital video content to engage its audience in a much deeper way than 30-second spots during a sporting event ever could.

Consider its partnership with ESPN Films on Pioneers, a web series shot with an impressive roster of directors to create short documentaries about interesting people in sports.

These include Mark Gonzalez, dubbed the father of modern street skateboarding, and Bob Fosbury, who changed the high jump forever when he decided to do it backward rather than forward. They are made in the same style of ESPN’s 30 for 30 documentary series.

In addition, adidas is sponsoring an online talk show hosted by famed rapper/actor Snoop Dogg, who will chat with former NFL players and other sports personalities, Adweek reports.

The eight-episode Turf’d Up series will be on Snoop Dogg’s YouTube channel, WestFest TV. While the trailer is now out, the first episode won’t debut until Dec. 30.

“We have a longstanding 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,” commented Mark Daniels, VP of team sports for adidas, to Adweek.

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.”