SNIPES TAPS COMEDY POWERHOUSE DRUSKI FOR "STYLE IS IN SESSION" BACK-TO-SCHOOL CAMPAIGN

SNIPES USA
SNIPES USA

SNIPES TAPS COMEDY POWERHOUSE DRUSKI FOR "STYLE IS IN SESSION" BACK-TO-SCHOOL CAMPAIGN

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

NEW YORK, 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.

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