The global sneaker and streetwear brand Snipes US hosted on-campus activations at three Historically Black Colleges and Universities (HBCUs) this fall, promoting student empowerment at Morehouse College, Spelman College and Hampton University. Snipes also is offering a merchandise collection from Pro Standard, a licensee that has created apparel celebrating nine HBCUs.
The activations are part of the Snipes Pay It Forward program, which has invested in HBCU scholarships and campus programming since its 2022 launch. This year, Snipes partnered with Culture Creator Agency for the on-campus programs, which provided students with hands-on experience as campus ambassadors, training them to produce and activate real brand events at their schools. Beyond the events, the Pay It Forward program offers mentorship, micro-grants and career pathways to professional opportunities.
“Our work with HBCUs goes far beyond a campaign — it’s a commitment,” said Kelley Walton, CMO at Snipes US in a statement. “These efforts are deeply personal to me because I’ve lived the HBCU experience and witnessed how the right support at the right time can change a student’s trajectory. Through Pay It Forward, we’re honored to invest in the next generation of leaders while celebrating the rich heritage that makes HBCU communities so extraordinary.”
Riding the Nike Bandwagon
This year’s first activation, on Oct. 3 at Norfolk State University, was Snipes’ inaugural appearance in the Nike Yardrunners initiative, which celebrates HBCUs’ heritage and history. At an event that was open to the public, attendees had exclusive early access to purchase the limited-edition Nike Air Max 95 Norfolk YR sneaker as well as hear live performances and fireside chats with NSU alumni.
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On Oct. 18, Morehouse College played host to a dual Snipes activation: a high-energy music experience combined with a Snipes-branded Yard Hub celebrating culture, fashion and community. At Hampton University on Oct. 25, the activation connected the Snipes brand with students and alumni while also providing scholarship support, as Snipes did at Morehouse.
