Philadelphia-based retailer Snipes
has a clear message in its holiday campaign: celebrate streetwear’s creative spirit.
Produced by the company's in-house team, the surreal “Wrapped in Heat” crafts content made for Gen Z.
Comedy actor Marlon Wayans is joined by TikTok starJay Guapo, who has more than 3.4 million TikTok fans, and model/stylist Gio Ramos as part of the ifnluencer-marketing push.
In the surreal spot, puffer jackets become skyscrapers and
sneaker boxes morph into playgrounds.
Kelley Walton, CMO, Snipes USA, stated: “This campaign represents Snipes’ commitment to breaking the mold and having fun with how we connect
with our consumers. We’re not afraid to be different. Gen Z doesn’t want safe or predictable they want bold, authentic and entertaining.”
The work runs across YouTube,
TikTok, Meta and Snipes.com. There are additional DOOH buys in New York, Detroit, Chicago and Philadelphia.
Snipes has 359 stores in 25 stats and just kicked off a new loyalty program.
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