SOURCE SNIPES USA

The acclaimed comedian brings his signature humor to SNIPES' culturally-driven campaign targeting Gen Z and millennial shoppers

NEW YORK, July 8, 2025 /PRNewswire/ -- SNIPES USA, a leading global sneaker and streetwear retailer, today announced the launch of "Style is in Session," a breakthrough back-to-school campaign featuring comedian and actor Druski. The multi-platform initiative transforms seasonal shopping into must-see entertainment, positioning SNIPES as the ultimate destination where style meets smart deals.

The campaign kicks off with a branded content series that showcases Druski in multiple school personas – from overzealous principal to demanding gym coach – delivering on Druski's signature comedy style - sparing no one! - while highlighting SNIPES' fresh fits and unbeatable prices, available all under one roof. The comedic vignettes blur the line between entertainment and commerce, contextualizing products in real-life school moments that resonate with young shoppers.

"I enjoyed working with SNIPES on this campaign," Druski said. "It was a collaborative approach on the creative where they gave me the freedom to interject personalities from my world into the content, which helped to organically connect the two spaces. It was entertaining to play various school characters while highlighting SNIPES in a fresh way. I look forward to continued work with SNIPES as they've shown they are authentic and true to the culture."

Druski brings unprecedented social media influence to the partnership, commanding a combined audience of over 22 million followers across platforms:

  • Instagram: Over 10 million followers with viral sketches dominating timelines
  • TikTok: Nearly 10 million followers and nearly 100 million likes
  • YouTube: Nearly 4 million subscribers with millions of views across branded content

"Style is in Session" leverages this massive reach through organic content, paid media placements, and platform-specific cuts optimized for TikTok, Instagram Reels, and YouTube. The campaign also features Druski's comedy collective, including: Navv Greene as cafeteria monitor and hall supervisor; The Ugliest Rapper Alive as the rebellious student; Chris Too Smoove providing style commentary; and Lou Young as the detention monitor. This ensemble approach ensures the content feels authentic to Druski's established comedy universe while expanding SNIPES' reach across multiple creator audiences.

The digital-first campaign will extend into real-world impact through a series of exclusive community activations and giveback initiatives, special in-store and online deals and meet-and-greets through the back-to-school season that will allow fans to authentically connect with SNIPES and Druski.

"This isn't just another back-to-school campaign," says Kelley Walton, SNIPES USA CMO. "We're creating buzzworthy, snackable and shoppable content that speaks to our consumers in an authentic and relatable way. Druski's connection with our core audience makes him the perfect partner to elevate our brand energy and reinforce us as cultural leaders in sneakers and streetwear."

Watch "Day One," the first installment of "Style is in Session" here. "Final Bell" will be released later this summer. The strategic timing captures the entire back-to-school shopping cycle, from early preparation through last-minute purchases.

The campaign targets high-performing product categories including backpacks, footwear, and accessories – turning brand awareness into measurable retail impact during one of the year's biggest shopping moments.

Full campaign assets may be downloaded here (credit: SNIPES USA).

WE ARE SNIPES!
Since the opening of the first SNIPES store in 1998, SNIPES has stood for more than just streetwear. Deeply rooted in hip-hop, basketball, soccer, and dance, the retailer connects streetwear culture, community, and fashion.

With over 800 stores across Europe and the US, as well as an online shop, SNIPES offers not only sneakers and streetwear from global brands like adidas, Nike, and New Balance but also exclusive SNIPES collections and limited drops. From unique global partnerships with DJ Khaled and French football club PSG to local collaborations with key figures in the scene – SNIPES is an integral part of the streetwear culture community.

SNIPES is more than just retail; it's a movement that brings people together worldwide. The company supports its community through various projects that nurture talent and provide young people with a platform.

ABOUT DRUSKI
Drew "Druski" Desbordes is an acclaimed comedian, creator, actor and entrepreneur that hails from Atlanta, Georgia.? He ascended to national prominence with his "Coulda Been Records" sketches and Instagram Lives that became must-watch content, culminating in collaborations with superstars such as Drake, Kevin Hart, Justin Bieber, Lil Baby, J Cole, Lil Yachty and more. 

Since then, he has blossomed into a multi hyphenate force, having self-produced hit shows like "Coulda Been Love" and "Coulda Been House," sold out his first-ever comedy and music festival "Coulda Fest" at State Farm Arena, completed a national headlining comedy tour and more. He also started to emerge and evolve as an actor, shining in the comedy "Praise This" on Peacock and the comedic reboot of "House Party" that LeBron James and Maverick Carter produced.?

Over the course of his career, Druski has received a wide range of recognitions, including being crowned by Complex as the No. 1 "Funniest Person on the Internet Right Now", named to Forbes' prestigious Under 30 List and Top Creators List along with getting highlighted on The Hollywood Reporter's Creator A-List. He has also been recognized by Rolling Stone as one of the 50 People Defining Next 50 Years of Hip-Hop and was highlighted on the publication's Top 20 Most Influential Creators list.??

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