New York, USA
SNIPES USA partnership launches with “Pull Up Fresh,” a national Back-to-School campaign using integrated paid media to expand reach, engage shoppers and drive traffic in stores and online
Today, Tinuiti, a leading independent media agency, and SNIPES USA, a leading sneaker and streetwear retailer, announce a new partnership naming Tinuiti as Agency of Record and strategic media partner for SNIPES USA’s U.S. business. As part of its 2026 brand vision, SNIPES USA is bringing its marketing and ecommerce teams closer together to create a more holistic customer experience and growth strategy. To support that vision, SNIPES USA selected Tinuiti for its full-funnel media capabilities and ability to connect customer insights, brand activity and commerce priorities through an integrated approach.
The partnership is already in market with the launch of SNIPES USA’s national 2026 Back-to-School campaign, “Pull Up Fresh,” starring artist and entrepreneur DJ Khaled, hip-hop artist JT, fashion and lifestyle personality Azzy Milan and Twitch streamer Reggie Travers. The mix of talent selected by SNIPES USA, from music and sports culture to fashion and livestreaming, reflects its strategy of reaching a multifaceted audience through multiple authentic voices in culture.
Featuring lifestyle creative produced in-house by SNIPES USA, the campaign brings that vision to market through a connected paid media approach designed to extend the brand’s reach, engage Back-to-School shoppers and support customer acquisition across digital and physical retail.
For “Pull Up Fresh,” SNIPES USA and Tinuiti are activating an integrated paid media strategy supporting the nationwide #SNIPESFresh Sweepstakes across TikTok and Instagram. The campaign uses lifestyle and creator content to move consumers from awareness to participation, helping SNIPES USA build first-party customer relationships while connecting national brand activity directly to measurable business objectives.
Tinuiti is also activating out-of-home media to translate broad campaign visibility into local retail impact. The plan includes a mobile advertising truck deployed around SNIPES USA stores, digital out-of-home placements in malls and gyms, and street-level media near retail locations. Together, these placements are designed to reach consumers in relevant local environments, create visible reasons to engage and help drive foot traffic to nearby SNIPES USA stores.
As SNIPES USA’s media agency of record, Tinuiti will execute the brand’s paid media strategy across paid search, paid social, out-of-home and YouTube, aligning channels and measurement around shared business objectives. By connecting national reach, customer acquisition and local retail activity through one strategy, Tinuiti and SNIPES USA will further maximize the value of its total media investment, bringing brand and performance together to create a more holistic customer experience and drive measurable business growth.
“Last year, we launched several successful platforms, including our Back-to-School and Holiday campaigns and SNIPES Reserve, our loyalty program, all conceptualized and led by our internal marketing team. That work proved what SNIPES USA can do when we build with intention, and it gave us a wealth of first-party insights about our customers. Our next step was to find a partner who could help us act on that data in the most impactful way, reaching consumers with more sophistication at the right moment in their journey. Bringing Tinuiti on as our Agency of Record gives that momentum a stronger, more connected foundation as we grow, one that lets us show up consistently for our community while building a media strategy that matches the ambition of this business,” said Kelley Walton, Chief Marketing Officer, SNIPES USA.
“Being selected as SNIPES USA’s Agency of Record is about helping the brand maximize the value of its media investment across the business. ‘Pull Up Fresh’ demonstrates that opportunity in practice. By bringing brand building, customer acquisition and retail activity together, we can create a connected media strategy that serves the customer at every stage of the journey and becomes a stronger growth engine for the business,” said Abbey Klaassen, Chief Executive Officer, Tinuiti.
At the center of the partnership is Tinuiti’s Bliss Point Marketing Operating System, which unifies brand and performance. Bliss Point will bring media delivery and business KPI data into one view, giving SNIPES USA greater visibility into what is driving growth and enabling faster decisions, more confident budget allocation and greater efficiency across its media investment. This connected view will help SNIPES USA understand how national reach, customer acquisition and retail engagement work together to create value for the business.
As SNIPES USA continues to grow its presence across the country, the partnership reflects a broader move to meet an increasingly savvy, connected consumer with a unified marketing approach. By bringing media, measurement and customer insights together, SNIPES USA and Tinuiti will create connected experiences across social discovery, digital commerce and physical retail while building a media strategy designed to support the brand’s continued growth.
About Tinuiti
Tinuiti is a media agency that not only builds brands, but architects business outcomes. Guided by its mission to “Love Growth. Hate Waste.”, Tinuiti creates immediate and lasting growth for clients. At the center is Tinuiti’s Bliss Point Marketing Operating System – the ultimate brand and performance unifier – which fuels decisions across Audience, Creative, Media and Measurement. This approach allows Tinuiti to treat each client’s business like its own—making smarter decisions, faster, and with greater accountability. With over $4.5 billion in media under management and 1,200 employees across the U.S., Mexico and EMEA, Tinuiti delivers measurable impact for leading brands. For more information, visit https://tinuiti.com/.
About SNIPES USA
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 USA offers not only sneakers and streetwear from global brands like adidas, Nike, and New Balance but also exclusive SNIPES USA 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 USA is an integral part of the streetwear culture community. SNIPES USA 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.
Media Contact Details
Victoria Woodside
For Tinuiti
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