A major national campaign, “Pull Up Fresh,” has officially launched for the 2026 back-to-school season, uniting streetwear culture, entertainment, and community engagement to empower students nationwide.
Starring multi-platinum artist and SNIPES USA Chief Creative Officer DJ Khaled, hip-hop star JT, fashion personality Azzy Milan, and Twitch streamer Reggie Travers, the initiative combines cultural storytelling, interactive social media challenges, and direct community outreach to help students step into the new school year with total confidence.
Transforming First-Day Fits in Real Time
Anchoring the rollout is an energetic hero video produced in-house by the SNIPES creative team. Narrated by DJ Khaled, the video features the cast turning average school corridors into style runways—transforming students’ outfits on the spot to demonstrate how the right head-to-toe look can completely elevate a student’s self-expression and mindset.
In addition to the main video, the campaign features exclusive imagery starring DJ Khaled alongside his sons, Asahd and Aalam, and his goddaughter, Azzy Milan, bringing an authentic family element to the back-to-school season.
“Pull Up Fresh reflects SNIPES’ consumer-first approach to reach a diverse audience,” said Kelley Walton, CMO of SNIPES USA. “Back-to-school is one of the most important moments of the year for our customers, and we’ve developed a holistic campaign that goes beyond retail to create a connected experience to build confidence and reward individuality.”
The #SNIPESFresh Sweepstakes: $1,000 Weekly Prizes & VIP Concert Access
A central component of the campaign is the national #SNIPESFresh Sweepstakes, designed to reward students for showing off their unique style and representing their hometowns.
How to Enter:
- Post Your Fit: Share your back-to-school outfit on social media.
- Tag & Hashtag: Tag
@SNIPESUSAand include both #SNIPESFresh and #Sweepstakes in your post.
Between July 27 and August 30, randomly selected weekly winners will receive a $1,000 SNIPES gift card alongside exclusive merchandise. At the conclusion of the contest in late August, one Grand Prize winner will score an all-expenses-paid VIP experience for themselves and two friends to attend a special concert event this October.
Community-First: The Custom School Bus Hits the Road
To ensure the initiative reaches local neighborhoods directly, a signature SNIPES-branded school bus is deploying to key cities across the country. The mobile activation will bring essential school supplies, on-site styling, and interactive events directly to local schools and community centers.
For DJ Khaled, the campaign hits close to home both personally and culturally:
“Back-to-school is all about showing up with confidence and letting people know who you are before you even say a word,” said DJ Khaled. “Being a part of this campaign alongside my sons, Asahd and Aalam, and my Goddaughter, Azzy Milan, is truly special since teaching them confidence, self-expression, and watching them evolve is important to me. As Chief Creative Officer of SNIPES USA, it is important to me that campaigns that I am a part of reflect the culture and communities we serve.”
Extra Perks via SNIPES Reserve
Shoppers looking to gear up for the fall can also unlock added rewards by downloading the SNIPES Reserve loyalty app. Members earn up to 5% back on all purchases, gain early access to high-demand sneaker drops, and receive $10 off their first purchase upon signing up.
The “Pull Up Fresh” collection and sweepstakes are live across SNIPES retail locations nationwide, SNIPESUSA.com, and official social channels throughout the back-to-school season.