Dutch denim brand G-Star RAW has announced Snoop Dogg as brand ambassador for its Hardcore Denim campaign, which 'merges G-Star's Hardcore Denim philosophy with Snoop's signature blend of humour, style and backside appreciation'.

The music icon created a custom-made version of his The Addams Family soundtrack single Say It Witcha Booty for the campaign, and commented 'I'm teaming up with G-Star, because we are both pushing the field, staying ahead, cutting the edge. We are both masters of our craft – leading the game'.