#USA #Philadelphia #SNIPES #Marlon Wayans #Wrapped in Heat

SNIPES Unveils 'Wrapped in Heat' Holiday Campaign

PHILADELPHIA, November 6, 2025 -- The iconic streetwear and sneaker retailer, SNIPES US, has officially launched its newest holiday campaign titled 'Wrapped in Heat.' This vibrant initiative reimagines traditional retail marketing by merging cultural moments with surreal storytelling, led by none other than actor and comedian Marlon Wayans. Joining him are TikTok sensation Jay Guapo and stylish influencer Gio Ramos, creating a campaign that resonates deeply with Generation Z.

A New Approach to Retail Marketing

In a bold move away from conventional methods, SNIPES has entirely relied on its internal creative team to conceptualize, cast, and execute this campaign. This in-house approach not only allows for a swifter production process but ensures that the brand stays genuinely connected to current cultural trends, understanding and meeting the expectations of their audience.

'Wrapped in Heat' vividly illustrates this ethos, offering a visually captivating experience that is more about entertainment than straightforward marketing, inviting consumers into an imaginative world where retail meets creativity.

The Star Power

The talent lineup reflects SNIPES’ understanding of the generational divide. Marlon Wayans serves as 'The Architect of Heat,' using his comedic legacy to guide viewers through a whimsical holiday landscape. This blend of humor and street-savvy insights bridges the gap between Millennials, Gen X, and Gen Z.

Jay Guapo, the 23-year-old viral sensation with over 3.4 million TikTok followers, infuses authenticity and modern cultural references into the mix, appealing directly to Gen Z's desire for relatable content. Fashion influencer Gio Ramos, who boasts over 1.1 million followers on Instagram, lends her stylistic credence to the campaign, further establishing its contemporary relevance.

Journey Through the Imagination

The campaign, which opens on a chilly New York City street, follows two friends, Jay and Gio, as they perform an act of kindness towards a stranger. This gesture draws the attention of Marlon Wayans, who creates a radiant portal transporting them into the whimsical world of SNIPES. Here, shopping transforms into a fantastical journey showcasing various surreal retail environments:

• - The Subway Transformation: As two characters ride the subway, their outfits unexpectedly morph into fresh SNIPES apparel in a visually engaging transition that delights the senses.
• - The Puffer World: Featuring an enormous building made of jackets, this space allows shoppers to playfully try on festive winter gear in a lighthearted setting.
• - The Sneaker Realm: A grand SNIPES sneaker store filled with a colossal shoebox structure and a holiday-lit basketball court creates an engaging shopping atmosphere for sneaker enthusiasts.
• - The Checkout Experience: The campaign brings them back to a real-world SNIPES store, seamlessly highlighting the checkout process in an enjoyable and relatable manner.

Cultural Resonance

'Wrapped in Heat' is not merely a holiday campaign but a celebration of the shared community values and experiences that SNIPES embodies. Kelley Walton, CMO of SNIPES USA, stated, "This campaign reflects our commitment to breaking norms and creating meaningful connections with our consumers. Generation Z craves boldness, authenticity, and fun, and this initiative encapsulates those desires."

The creative team's insight into Gen Z's preferences has resulted in a campaign that feels less like marketing and more like a shared cultural experience.

Launch and Availability

The 'Wrapped in Heat' campaign will be available across SNIPES’ various digital platforms and in-store experiences from November 6, 2025. Featured products from their curated holiday collection can be purchased both in SNIPES stores nationwide and online.

About SNIPES

Founded in 1998, SNIPES has become a cornerstone of streetwear culture, connecting communities through hip-hop, basketball, soccer, and dance. With over 800 stores in both Europe and the US, SNIPES offers not only sneakers from renowned global brands but also exclusive collections and collaborations, emphasizing its integral role within the streetwear movement.

As a brand that champions creativity and community, SNIPES continues to support local talents through various initiatives, fostering a global movement that unites people through shared passion and expression.