Diddy’s media company REVOLT and adidas originals have partnered with social media star Druski to introduce a new sustainability-focused brand campaign for Hip Hop that pledges to end plastic waste worldwide.

According to a press release, the campaign also kicks off the launch of REVOLT’s new branded content agency, which will act as a launching pad for entertaining content with influential members in the Hip Hop industry to spark important conversations about cultural changes in the Black community.

“Hip Hop is the leading genre of music globally. As an authority on Hip Hop culture, the world follows where we go. REVOLT has always strived to ignite positive changes within the Hip Hop community and the world around us, and we are thrilled to partner with a likeminded company like adidas Originals to pledge our efforts in encouraging sustainability,” Andre Woolery — SVP of Branded Content for REVOLT — said in a statement. “We are excited to leverage the power of Black culture to motivate a young generation on the harmful effects of plastic waste.”

As part of the new brand partnership, REVOLT and adidas premiered a brand new digital series called “Sneakin’ In with Druski,” where the comedian sneaks into the homes of high profile stars such as Snoop Dogg, Teyana Taylor and Yung Miami, to name a few, and encourages them to transition into more sustainable lifestyles.

As a key player within the Combs Enterprise collective, Druski’s new show and partnership with REVOLT further cements his role with the network.

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The five-episode series is a branded idea that attempts to educate viewers on how they can incorporate sustainable changes in their lives, including assistance from some notable Black-owned brands.

Though Hip Hop isn’t known for taking an active role in the sustainability movement, REVOLT and adidas are hoping to lead the charge that will both entertain and inform millennial and Gen Z audiences in Black and Brown communities about important global issues.

“We chose to team up with REVOLT because we wanted to do something disruptive and out of our typical comfort zone,” Christine Sheehan — adidas Originals Senior Director, Brand Communications — said in a statement. “With REVOLT’s influence in the Hip Hop community, this partnership will further inspire the masses to take a stand with our sustainability pledge to end plastic waste.”

This newly-forged partnership is just the first of many bookings within REVOLT’s new content agency that aims to use the power of Hip Hop culture to usher talent into new and exciting opportunities.

Sneakin’ In With Druski is set to premiere on REVOLT’s linear TV channel and YouTube.

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