DJ Khaled fronts SNIPES back-to-school campaign

The campaign also includes local community activations, school visits and events in key SNIPES markets

SNIPES USA has launched its 2026 back-to-school campaign, Pull Up Fresh, featuring DJ Khaled, rapper JT, fashion and lifestyle personality Azzy Milan and Twitch streamer Reggie Travers. The campaign combines creative content, community events and social media activity to encourage students to express their individuality as they return to school.

The campaign is centred around a hero film produced by SNIPES' in-house creative team. Narrated by DJ Khaled, the film follows the cast as they transform students' outfits in a school setting, highlighting style as a form of self-expression and confidence.

Campaign extends across digital and community channels

The hero film will run across SNIPES' digital platforms, social media, stores and paid media throughout the back-to-school season. It is supported by shorter social videos, photography and additional content featuring DJ Khaled and his sons, Asahd and Aalam.

The campaign also includes local community activations, school visits and events in key SNIPES markets, with a branded school bus serving as the focal point for activities that provide students with school essentials, styling support and community engagement.

Social challenge rewards students

A key part of the campaign is the #SNIPESFresh Sweepstakes, which invites students to share their back-to-school outfits on social media using the hashtags #SNIPESFresh and #Sweepstakes.

From July 27 to August 30, selected participants will receive weekly prizes, including a $1,000 SNIPES gift card. A grand prize winner will receive a VIP concert experience in October for themselves and two guests, or a friend and guardian if the winner is under 18.

Community remains central to the campaign

Kelley Walton, Chief Marketing Officer, SNIPES USA: "Pull Up Fresh reflects SNIPES' consumer-first approach to reach a diverse audience - utilizing various talent, social and community to meet each audience where they are by blending entertainment, community engagement and cultural storytelling. Back-to-school is one of the most important moments of the year for our customers, and we've developed a holistic campaign that goes beyond retail to create a connected experience to build confidence and reward individuality."

DJ Khaled, Chief Creative Officer, SNIPES USA: "Back-to-school is all about showing up with confidence and letting people know who you are before you even say a word. Style is part of your story; this campaign is about inspiring students to go after their goals and step into the school year feeling fly. When you look good, you feel good, and when you feel good, you're ready for anything.

"Being a part of this campaign alongside my sons, Asahd and Aalam, and my Goddaughter, Azzy Milan, is truly special since teaching them confidence, self-expression and watching them evolve is important to me. As Chief Creative Officer of SNIPES USA, it is important to me that campaigns that I am a part of reflect the culture and communities we serve. SNIPES continues to evolve from a sneaker retailer into a cultural force that is creating opportunities for young people and showing up in authentic ways."

Loyalty programme supports campaign

Alongside the campaign, SNIPES is promoting its Reserve loyalty programme, which offers members rewards of up to 5 percent on purchases, early access to selected product launches and exclusive campaign opportunities. New members also receive a discount on their first purchase during the back-to-school period.

www.snipesusa.com

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