Manhattan Beach-based Skechers USA Inc. has released its first shoes designed by rapper, actor and entrepreneur Snoop Dogg. 

The Skechers x Snoop Dogg collection uses Snoop Dogg’s ideas in a range of sneakers. 

Michael Greenberg, president of Skechers, said the company was already working on the shoes when Snoop Dogg’s commercial for the company aired during this year’s Super Bowl.

“Snoop combined his eye for style and laid-back sensibility with the signature comfort of Skechers, resulting in an authentic collaboration and partnership,” Greenberg said. 

The shoes start at $100, the price for the Stamina – Snoop 91’ sneaker. The OG and Double G leather slip-in shoes come with a $125 price tag. 

Snoop Dogg is an American rapper, singer, songwriter, actor, record producer, DJ, media personality and businessman. In addition to his extensive work in music, Snoop Dogg is a serial entrepreneur with endeavors in the tech, entertainment, lifestyle, global consumer brands, food/beverage and cannabis industries.

Details of the multiyear partnership deal between Skechers and Snoop Dogg were not disclosed. 

Skechers has seen its share price increase by nearly 30% since the start of the year, closing at $54.19 on Aug. 2. 

The Super Bowl commercial, which featured Snoop Dogg with Martha Stewart, Tony Romo and Howie Long, was just one of the many ads that Skechers has done this year to promote its shoes. It has also done ads with Mr. T, national commercials for Skechers Slip-ins with television personalities Amanda Kloots and Brooke Burke among others, and targeted digital and out-of-home advertising for Skechers Uno with “Emily in Paris” actress Ashley Park.