SNIPES Launches “Wrapped in Heat” Holiday Campaign with Marlon Wayans and Jay Guapo

This campaign puts creativity and boldness at the heart of hands-on retail storytelling.

Gen Z’s Fever Dream

SNIPES US, the leading streetwear and sneaker retailer, ignites the holiday season with “Wrapped in Heat,” a first-of-its-kind campaign written, produced, and executed entirely by its internal creative team.

Pushing far beyond traditional marketing, SNIPES transports shoppers on a cinematic journey led by comedy legend Marlon Wayans, TikTok sensation Jay Guapo, and model, stylist, and influencer Gio Ramos.

The campaign, intentionally genre-defying and immersive, reflects Gen Z’s call for authenticity, personality, and entertainment at every brand touchpoint.

From casting to surreal art direction, every choice was steered by SNIPES’ real-time understanding of cultural moments.

The campaign video now live on digital platforms blends fashion, humor, and community, presenting shopping as a visually exhilarating adventure.

Breaking the Mold

SNIPES’ all-star lineup resonates with a multi-generational audience.

Marlon Wayans delivers nostalgia and universal comedic energy; Jay Guapo brings Gen Z credibility and viral impact with over 3.4 million TikTok fans; Gio Ramos amplifies relatability and hip-hop style with millions of engaged followers.

Their interplay forms a talent triangle only a community-driven brand could devise.

The experience opens on a chilly NYC street, where an act of kindness unlocks a portal into a fever-dream SNIPES universe.

Psychedelic settings including a shifting subway, a colossal puffer jacket world, a sneaker wonderland, and a dazzling checkout zone mirror the real-world customer journey but with a trippy, unforgettable twist.

Campaign Statement and Creative Rationale

Kelley Walton, CMO, SNIPES USA, emphasized in a statement, “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. Our team understood that instinctively and delivered a campaign that’s culturally resonant and visually groundbreaking. We hope our audience goes into the holiday season feeling creatively inspired and knowing that SNIPES is a place that welcomes boldness and style.”

The result is a masterclass in creative retail: each scene in “Wrapped in Heat” turns a step of the shopping journey into its own spectacle, fusing entertainment and clarity about SNIPES’ ethos and offerings.

Availability and Community Impact

“Wrapped in Heat” launches November 6, 2025, online and in stores, with featured products available nationwide. SNIPES’ broader mission remains clear: unite communities, nurture new talent, and keep streetwear’s creative spirit burning bright, season after season.