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Roughcut's "rude, funny and full of heard" new sitcom, Sneakerhead, is now out on UKTVPlay, after a consecutive three night premiere on Dave, beginning on Wednesday 13th July 2022.  


Sneakerhead is a contemporary workplace sitcom shining a light on young working life in Britain. Set in Peterborough, Russell is one of the many long-suffering employees of Sports Depot. He is a certified sneakerhead, working there for the love of the trainers - he certainly isn't there for the money. Working alongside him is the ever-hopeful Mulenga (Big Zuu), a part-time entrepreneur and future millionaire, and the rest of the crew who have learned to dream big with empty pockets.


The undermotivated, underpaid and overworked misfits rely on camaraderie to get through the very long days at work and appreciate the irony that they must sell the latest sports brands when none of them are even vaguely interested in sport. The sitcom follows the hopeless, underpaid, demotivated but ultimately funny as hell working life of youth, cemented by camaraderie, and an ironic sense of flogging massive sports brands when they have no interest in sport.

The series is led by People Just Do Nothing star Hugo Chegwin alongside grime artist Big Zuu. "Russell is a lovable loser," reveals Chegwin. ‘He started working at Sports Depot because of his love of trainers. It was his first retail job and he’s never left because he has no idea what he wants to do with himself. He’s definitely not qualified to be manager, but it’s happened."

Sneakerhead is commissioned for UKTV by Sarah Asante, commissioning editor, comedy and ordered for Dave by Cherie Cunningham, channel director and Pete Thornton, head of scripted. Richard Watsham is director of commissioning for UKTV and Steve North is genre general manager, comedy and entertainment. Sneakerhead is directed by Simon Neal (Chewing Gum, Youngers) and produced by Steve Monger. Executive producers for Roughcut Television are Alex Smith and Ash Atalla.

Sarah Asante said, "Sneakerhead shines a dim but funny light on the plight of the modern-day retail worker. Gillian has done a wonderful job bringing this world to life as we follow the relatable mistakes from this enterprising bunch of misfits as they navigate how to dream big with empty pockets and zero interest in the merch they're selling. Hugo is on excellent form as the laid back, unlucky in love, accidental manager and we are excited to present Big Zuu in his first network acting role as the ever hopeful, part-time entrepreneur and future millionaire, Mulenga."

All episodes of UKTV's Sneakerhead are available to stream now on UKTVPlay.

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