- SNIPES USA launched "Pull Up Fresh," its 2026 back-to-school campaign, on July 14, starring DJ Khaled, JT, Azzy Milan and Reggie Travers.
- The campaign is anchored by a hero video narrated by Khaled, SNIPES' Chief Creative Officer, showing the cast transforming students' outfits in real time at school.
- A #SNIPESFresh Sweepstakes runs July 27–August 30, with weekly $1,000 gift card winners and a grand prize VIP shopping spree plus October concert tickets.
- A SNIPES-branded school bus will tour key U.S. markets for local activations and school visits.
SNIPES USA has launched Pull Up Fresh, its 2026 back-to-school campaign starring DJ Khaled, rapper JT, fashion personality Azzy Milan and Twitch streamer Reggie Travers.
The campaign, announced July 14, centers on an in-house hero video narrated by Khaled, who also serves as SNIPES’ Chief Creative Officer.
In the spot, the cast transforms students’ outfits in real time at school, tying the visuals to SNIPES’ message around confidence and self-expression. Additional campaign content features Khaled’s sons, Asahd and Aalam, leaning into the family angle he’s spoken about publicly.
The centerpiece promotion is the #SNIPESFresh Sweepstakes, running July 27 through August 30, where weekly winners receive $1,000 SNIPES gift cards and a grand-prize winner lands a VIP shopping spree plus concert tickets in October. SNIPES is also sending a branded school bus into key markets for local activations and school visits.
The push lands amid a busy 2026 for Khaled, who recently fronted Buffalo Wild Wings’ Bottomless Apps campaign and was named global brand ambassador for SportyBet, all while prepping his 14th studio album.
He also just teamed up with MCM on a We The Best capsule collection. his second MCM run, following 2025’s MCM x SNIPES “Make It Miami” line.
For SNIPES, Pull Up Fresh deepens a relationship with Khaled that dates to his appointment as Chief Creative Officer and follows other 2026 activity, including its exclusive adidas Adistar Control 5 release.
SNIPES USA has built a roster of hip-hop and streetwear-aligned faces beyond Khaled, including past collaborations with Wiz Khalifa, Snoop Dogg, and Rick Ross.
Takeaways
DJ Khaled isn’t just fronting this campaign; he’s shaping it as SNIPES’ Chief Creative Officer, which blurs the line between “endorsement” and actual brand leadership.
Pairing him with JT, a rising solo voice out of City Girls, and digital-native talent like Azzy Milan and Reggie Travers shows SNIPES chasing both music credibility and Gen Z reach at once. The sweepstakes-and-school-bus layer also signals SNIPES wants presence in neighborhoods, not just on screens.
Does having Khaled as Chief Creative Officer make SNIPES campaigns hit differently than a typical paid endorsement? What does pairing a City Girls rapper with two digital-first creators say about how retailers are building “back to school” relevance for younger audiences?
