Singapore-based sneaker and streetwear marketplace NovelShip has given market commentators paws by signing up rap star Snoop Dogg for the lead-ing role of strategic advisor.
Announcing that it had collared the rap star in a move some would describe as barking, the marketplace noted that it was the first brand from the region to be endorsed by the celebrity. It shared the unusual tail in a LinkedIn post.
“The sneaker scene in Southeast Asia is booming,” said the Drop It Like It’s Hot singer.
“It’s evolving into a subculture, and NovelShip is at the forefront, making exclusive collections accessible to everyone. I’m thrilled to see how we can bring the most diverse and authentic styles to Asia.”
The company added, “Together, we will expand NovelShip’s horizons beyond our existing lineup of 30 sneaker brands and 40 apparel brands. To bring you the hottest footwear trends accessible, ensuring that collectors across Asia can stay ahead of the game.”
Along with the collaboration, customers can use the code “Snoop” until July 16 to receive a SGD20 discount on their first shoe purchase at NovelShip.com.
Founded in 2018, NovelShip describes itself as Asia’s “fastest growing online marketplace for authentic, limited-edition sneakers, apparel and collectibles from the world’s most exclusive brands.” Users can buy and sell such footwear and apparel brands as Air Jordan, Yeezy, Supreme, Palace and Bearbrick, which the company guarantees as authentic. They can pay for “buy now” purchases in cryptocurrencies Bitcoin, Ethereum and Tether.
In November 2022, it raised $9.5 million U.S. in a Series A funding round.
The funding was intended to buttress NovelShip’s leadership position in its existing markets — which include Singapore, Malaysia, Indonesia, Australia, New Zealand and Taiwan — while targeting additional Asia-Pacific markets.
Sneaker resale marketplaces are big in Southeast Asia, where NovelShip’s major competitors include Carousell-owned Ox Street, which has expanded to Australia.