The 2026 Winter Olympics was full of outstanding athletes and unforgettable moments, but there is one individual who stands out among them all: Snoop Dogg. He is impossible to miss, with his laid-back demeanor and humor. From commenting on NBC’s live coverage, to becoming the USA’s first honorary coach for the athletes, the 52-year-old rapper became the face of the Olympics.
His presence however, though humorous and supportive, raises a compelling question: How did Snoop Dogg, a known drug user and a defendant in a murder trial, end up representing Team USA at the Olympics?
NBC brought Snoop Dogg on as a special correspondent for the 2024 Summer Olympics in Paris, France. Most people may remember his iconic walk as he carried the Olympic torch, or his unique commentary on the athletes. His presence went viral almost immediately, especially after he was seen showing his support. He was even filmed during his impromptu dancing for gymnasts Simone Biles and Jordan Chiles. His chaotic interest and humor have led to an increase in Olympic viewership.
In December 2025, Snoop was officially named Team USA’s first honorary coach, a position focused on supporting and cheering for the athletes. In the article, According to the United States Olympic and Paralympic Committee in the article “Coach Snoop Joins the Team Behind the Team as Team USA’s First Honorary Coach,” he is known for his passion for community, mentorship and elevating young people, which he uses to motivate Team USA athletes on their road to the Olympic and Paralympic Winter Games Milano Cortina 2026.
While Snoop said, “Team USA athletes are the real stars- I’m just here to cheer, uplift and maybe drop a little wisdom from the sidelines.”
Snoop Dogg’s involvement in sports should not come as a surprise as his brand has spread across various trades. He is highly respected in the music, film and even apparel industries. He also recently launched the “Coach Snoop x Fanatics” apparel line to help fund Team USA.
Snoop’s current image has been strategically developed over years of rebranding and reimaging after an unfortunate occurrence in 1993. He was on trial, charged with first-degree murder, after his bodyguard shot a rival gang member during a confrontation. Snoop turned himself in pleading self-defense. Due to the Los Angeles Police Department mishandling evidence and a hidden gun, Snoop and his bodyguard were acquitted with no time in prison.
Snoop’s rebrand was slow but steady. His credibility on the streets and cannabis use, though controversial, helped make him relatable. He has always been authentically himself and never tried to hide his drug use. Instead, he used it to reach listeners and popularity.
He founded Doggy Style Records, co-founded Death Row Records, acted in films, produced television and even built lifestyle brands with Martha Stewart. He has grown with time and always finds ways to stay relevant. For example, he has moved from vinyl to DVD to streaming, and you may even find him on TikTok.
He now introduces a fresh perspective to the Olympic Games, as he brings in audience members who may not have otherwise engaged. He helps the athletes feel recognized and supported, and his presence bridges generational and cultural differences.
Snoop Dogg has changed his brand in a way many significant figures cannot. Though the brand has evolved, however, it never lost its core: Snoop D. O. Double G. He has remained himself: funny, culturally fluent and interested. His story and brand have taught marketers and public relations professionals about reinvention.
At the Olympics, Snoop Dogg brought his authentic self to support and cheer for Team USA’s athletes; a symbol of how endurance and consistency can turn a controversial past into a representation of America.
