SNIPES Kicks Off ‘Pull Up Fresh’ Back-to-School Campaign Featuring DJ Khaled, JT and More

As students prepare to head back to the classroom, SNIPES USA is making sure they do it with confidence and style. The global sneaker and streetwear retailer has officially launched its “Pull Up Fresh” back-to-school campaign, bringing together music, fashion, and community with an all-star lineup that includes DJ Khaled, JT, Azzy Milan, and Twitch streamer Reggie Travers.

Designed to celebrate individuality and self-expression, the campaign encourages students to make their first-day look a reflection of who they are. Leading the initiative is a cinematic campaign video narrated by DJ Khaled, where he joins JT, Azzy Milan, and Reggie Travers in giving students confidence-boosting style transformations that reinforce the message that fashion can be a powerful form of self-expression.

Beyond the campaign’s visuals, SNIPES is taking its message directly into communities across the country. Through school visits, local activations, and community events, the brand’s signature SNIPES school bus will travel to key markets, providing students with back-to-school essentials, style inspiration, and memorable experiences designed to help them start the school year on the right foot.

One of the campaign’s biggest highlights is the nationwide #SNIPESFresh Sweepstakes. Beginning July 27 through August 30, students can share their first-day outfits on social media using #SNIPESFresh and #Sweepstakes for a chance to win weekly prizes, including $1,000 SNIPES gift cards. At the end of the promotion, one grand prize winner and guests will receive an exclusive VIP concert experience later this fall.

DJ Khaled, who also serves as Chief Creative Officer of SNIPES USA, says the campaign is about much more than clothing and sneakers. It’s about giving young people the confidence to express themselves and encouraging them to chase their goals while staying true to who they are.

Customers can also take advantage of the SNIPES Reserve loyalty program, which offers exclusive product access, rewards on purchases, and savings throughout the back-to-school season.

With “Pull Up Fresh,” SNIPES continues to expand beyond retail, using fashion, music, and community engagement to empower the next generation and reinforce its place at the center of sneaker and streetwear culture.