This is a new ass smackin' ad called "Spank" for sports retailer Foot Locker. They show us that sneakerheads know their craft, as well as like it rough.
The word "DEAD" is a slang intensifier meaning "very". "RABBIT" is a phonetic corruption of the Irish word ráibéad, meaning "man to be feared". Thus, "DEADRABBIT" means a man to be greatly feared.
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