Multi-platinum recording artist and sneakerhead Coi Leray announced her partnership with streetwear powerhouse SNIPES this past week, through a unique GTA-style “day in the life” video. This campaign ad for SNIPES Q1 apparel collection revolves around Leray’s day, which includes shopping sprees, interviews and a final climactic concert to end the night off right.

This marks Leray’s first major collaboration with a fashion brand, but the “Players” superstar has been sure to make her presence felt at runway shows in the past, including Moschino’s fall 2023 fashion show and Hardware LDN’s fall winter 2022 line.

"Coi Leray embodies everything that SNIPES stands for - creativity, authenticity, and individuality," says Paula Barbosa, VP of Marketing for SNIPES.

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Coi isn’t the only hip-hop connection for SNIPES though, with DJ Khaled being named their Chief Creative Officer in late 2019.

Streetwear and hip-hop have a long and interconnected history, which goes all the way back to 1985 when Run-DMC became the first rap group to sign an endorsement deal with a sneaker company, after the release of their hit song “My Adidas”.

Since the ‘80s, collaborations of this kind have been a great way for artists and streetwear brands to grow in unison. For Leray, this opportunity can build her image as a streetwear influencer, while also solidifying her place as a globally recognized artist. For SNIPES, the star power that Leray brings can help boost both sales and brand awareness worldwide.

“I’m thrilled to be the face of SNIPES’ new streetwear collection!” Leray shared in a statement. “Fashion has always been a huge part of my life. The SNIPES team has done an amazing job designing this collection – the pieces are fresh, fun, and so on-trend. This is just the beginning of a beautiful partnership – Coi Leray and SNIPES, baby!”

SNIPES carries a wide range of sneaker and streetwear products in over 300 US stores and digital properties and is excited to continue to expand with Leray as the face of its brand in the new year.

For more information on SNIPES and the Q1 collection, visit snipesusa.com.