John Weekes is an NZME News Service reporter based in Wellington.

What up Dogg? Good luck to All Blacks

Snoop Dogg shouted out to the All Blacks during the Rugby World Cup.
Photo / Supplied
Snoop Dogg shouted out to the All Blacks during the Rugby World Cup. Photo / Supplied

Fame and fortune turned an American rapper into an All Blacks fan - for at least seven seconds.

Internet traffic briefly lit up when Californian rapper Snoop Dogg broadcast a 7s goodwill message to the All Blacks during their victorious World Cup campaign. Decked out in his corporate patron's clothing, Snoop said: "What up Dogg? Good luck to the All Blacks. Special shout-out from your boy Snoop Dogg and the peoples at adidas. Be original."

Concert promoter Layton Lillas said getting such a musician to endorse anything usually involved high fees. "It'd have to be worth US$100,000 for him to even lift a finger." But adidas public relations manager Sherryl Arneil said Snoop was part of the company's "family" which included stars such as Katy Perry, and he wasn't paid extra.

john.weekes@hos.co.nz

- Herald on Sunday

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