Snoop Dogg’s Happy Socks

Fresh off of his football cleat release with Adidas, Snoop Dogg has signed yet another foot-based endorsement deal. This time, the Doggfather will be the face – or feet – of Happy Socks.

The Sweden-based company’s festive socks are currently available in over 70 countries and this newly minted partnership with one of the most recognizable faces in entertainment should only make them bigger.

It turns out that Swizz Beatz is not the only painter in the hip-hop community. Snoop will be using the campaign with Happy Socks to illustrate his passion for different creative mediums via his painting in “The Art of Inspiration.”

“For many years, I’ve always wanted to paint, and I’ve been exploring the craft behind the scenes. I find that painting allows me to explore certain emotions I’ve never been able to express through my music or acting,” said Snoop Dogg.

“The collaboration with Happy Socks is so natural, because they saw what I was doing and provided me with another platform to further display my artistic abilities.”

From Converse Chuck Taylors and khaki pants to Now and Later gator shoes, there’s no denying the influence everyone’s favorite gangster rapper has had on pop culture. The guy had non-hockey fans buying Pittsburgh Penguins jerseys based solely off of his classic “Gin & Juice” video. That impact is what drew Happy Socks to him.

“Snoop Dogg is a living legend and it was fantastic to see and take part in his new path as an artist. He has inspired many with his music and it will be incredibly interesting to see how his art will impact the world and what new boundaries he will push,” said Viktor Tell, creative director of Happy Socks.

Happy Socks has done a wide variety of collaborations with other brands and artists, including Swedish indie band Miike Snow, fashion designer Giles Deacon and even Minecraft in the past. This collaborative effort with the brand should fall right in line creatively with those as Snoop is sharing his input on the designs.