Sneaker and streetwear retailer Snipes wants to help students be authentically themselves on the first day of school this year — as conveyed in the new back-to-school campaign “Pull Up Fresh” featuring chief creative officer DJ Khaled and more faces.
Celebrating confidence, individuality and self-expression, “Pull Up Fresh” also stars rapper JT; fashion and lifestyle influence Azzy Milan (who is also Khaled’s goddaughter), and Twitch streamer Reggie Travers.
“Pull Up Fresh” features original creative storytelling, community activations, a social media challenge and exclusive rewards experiences. FN caught up with DJ Khaled to talk about the campaign — which also features his sons — his partnership with Snipes and shoe protection service IMBOX, his favorite sneakers of the year so far, and more.
FN: Give us a behind-the-scenes look at your Snipes “Pull Up Fresh” back-to-school campaign. What did you want to convey?
DJ Khaled: Back-to-school isn’t just about going back to class, it’s about showing up with confidence, believing in yourself and putting your best foot forward. That’s the message. Family, style, hustle and positivity.
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, it is important to me that campaigns that I am a part of reflect the culture and communities we serve.
Snipes “Pull Up Fresh” back-to-school campaign.
Courtesy of Snipes
FN: What are your kids’ must-have back-to-school shoes/fashion?
Khaled: My boys love fresh sneakers. They want something that’s comfortable, clean and makes them feel confident walking into school. We always talk about being yourself. Snipes will definitely set them up for success in the classroom this year. Fresh kicks, a great fit and confidence. That’s the formula. As a father, seeing them excited for school because they feel good? That’s a blessing.
FN: Tell us about the connection between yourself, Snipes and Imbox, which makes patented in-units that apply an organic, water-based protective treatment to all footwear.
Khaled: I’ve been Snipes chief creative officer for over five years now, and we are always talking about how to push the culture forward and give people something real. Snipes was the first sneaker retailer in the U.S. to bring Imbox in-store, and once I saw what it could do for a collection, it just made sense. Building one for my house was the next step. It’s all about protecting what you love and doing it at the highest level.
FN: What is the benefit of having an Imbox machine in your house?
Khaled: When you have a collection like mine, protection is a major key. I’m talking suede, leather, exclusives, one-of-ones — every pair means something to me.
FN: What excites you about the shoe business today? Who is doing great work?
Khaled: What excites me is seeing how much creativity is out there right now. Sneakers aren’t just shoes anymore, they’re culture, they’re storytelling, they’re identity. I respect anybody putting real thought and heart into what they create, whether that’s a brand, a designer or a retailer. There are so many people doing great work in the shoe space today. Nigel is doing big things. Travis is doing great things. J. Balvin is doing big things. Ronnie is doing great things. Snipes is doing big things. I love to see everyone work and use sneakers and shoes as a way to express their creativity. That’s what keeps me inspired.
FN: What are some of your favorite sneakers right now?
Khaled: There’s been a lot of heat this year. Some of my favorites sneakers include Nigel’s Brick After Brick AJ4 Jordan Collab, and recently Jay-Z and Nike sent me some heat with the Roc-A-Fella x Nike Air Force 1. Of course, I have to give a shout out to my MCM suede slides collaboration but I think my favorite campaign collaboration so far has to be Snipes. The fact that I had my family apart of it, makes it so much better.
FN: What did Jay-Z’s big moment in NYC last weekend mean to music and the city?
Khaled: I was there for all three shows this past weekend. The energy of crowd was electric. My brother, Jay, is one of the greats that I’ve had the honor to collaborate with over the years. This was bigger than one person, it was a celebration of the Hip-Hop’s legacy and artistry born right here in NYC. New York gave the world so much culture and moments like that remind everybody where greatness comes from.
