Snoop and VIP Records unite to Celebrate Doggystyle 25th Anniversary

Snoop and VIP Records unite to Celebrate Doggystyle 25th Anniversary

To See Snoop this weekend at Complexcon and to win custom adidas shoes, doggysyle records and vip merchandising follow @adidasla and @viplongbeach on instagram and Twitter ! Prizes will be given away all weekend long!

Return of the King: Iconic “World Famous VIP Records” sign to make appearance

adidas Originals brings life-size replica to 2018 ComplexConin Long Beach to Celebrate The Doggystyle Album 25thAnniversary.  

Long Beach:   When the historic “World Famous VIP Records and Tapes” sign was taken down in January of 2018 after 40 years, it was like a dagger plunged into the hearts of G-funk fans around the world. Declared a historic landmark only a year before it was dismantled and put in storage, the sign is now found only on t-shirts, posters, and in photos.

A limited number of brands hold a seat at the table of music history, specifically for hip-hop.  Over three decades ago whenthe movement started, adidas Originals was the first brand sign a hip-hop act in the United States; a gamble that rooted the trefoil logo and three stripes in the hearts of millions of fans. adidas’s love for music and hip-hop has enabled the most creative souls in the industry to express themselves and engage the masses, G-Funk is not the exception.  

When adidas Originals calls, you answer!   The brand had an audacious plan just three weeks before ComplexCon, to resurrect the World Famous VIP Records sign at home in Long Beach.

“To be honest, I was surprised,” said VIP owner Kelvin Anderson, Sr. “It came out of the blue.”

November marks the 25th Anniversary of Snoop Dogg’s first album, Doggystyle, which prominently featured the VIP sign in its “What’s My Name” video, which was shot on the store’s roof. Adidas, Snoop’s long-time brand partner, wanted to celebrate in style with the expected 50,000 people who will gather at the Long Beach Convention Center.

The initial request by adidas Originals was to rehab the actual historic sign and showcase it, but the logistics and time made that impossible.  Instead, the team went to the next best thing: a five-by-eight foot replica. Made by local company TNT Signs, the sign will be showcased in booth H7 at ComplexCon before making its way to the VIP Create Space, a new business incubator and multimedia center on Long Beach Blvd.

“The VIP Records sign is an invaluable landmark for an entire generation of music fans.  What better way to celebrate culture and the City of Los Angeles than at the 25th anniversary of one of the most electrifying records in hip-hop history with two of Long Beach’s very own, Snoop and VIP Records?” said Ernesto Bruce, General Manager Key City Los Angeles/New York atadidas.

VIP Records artwork for ComplexCon (Credit: Daniel Harang III)

A large image of the VIP store of the 1990s has been drawn by artist Daniel Hagen and will adorn the walls of the booth to take visitors back in time.   DJ Slice, producer of the original 213 demo, will be spinning ‘80s and ‘90s music and prizes will be awarded throughout the weekend, including 25  pairs of Handpainted POD’s by designer Gregory Siff, that Snoop will be signing, Doggystyle albums and VIP merchandise.

When is Snoop going to make an appearance at the booth?   Follow @adidasla and @viplongbeach on Instagram and twitter to find out the time Snoop will take photos with winners and fans and for prizes throughout the weekend.    

“We appreciate adidas Originals helping us create this amazing moment that celebrates and preserves the history of G-Funk, and all the years of dedication Kelvin Anderson, Sr. has made,” said VIP’s President, Shirin Senegal. “We look forward to doing many great things with them to nurture creative talent and expand our brand.”  

VIP Records

Opened its doors in 1978, In 1990, Kelvin Anderson Sr. opened a studio in the back of his music store to keep kids of he street.  Snoop Dogg, Warren G and Nate Dogg Recorded the demo that would eventually land them a deal in the VIP Studio with the help of DJ Slice.  DJ Quick learned how to use his equipment at VIP and Ricky Harris Picked up his first Mic at VIP.    The VIP Records sign became a Historic Landmark in 2018 but was taken down to find a new home.  In 2018, VIP opened a Multi Media center to invest in nurturing tech, food and creative entrepreneurs to help launch the next superstar or tech guru.    

adidas Originals

Inspired by the rich sporting heritage of adidas – one of the world’s leading sports brands and a global designer anddeveloper of athletic footwear and apparel – adidas Originals is a lifestyle brand founded in 2001. With the adidas archive at its foundation, adidas Originals continues to evolve the brand’s legacy through its commitment to product innovation and its ability to filter the creativity and courage found on courts and sporting arenas through the lens of contemporary youth culture. Marked by the iconic Trefoil logo that was first used in 1972 and championed by those that continue to shape and define creative culture, adidas Originals continues to lead the way as the pioneering sportswear brand for the street.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.