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10.12.2019 – 18:48



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The German based global sneaker retailer SNIPES signs a long-term contract with DJ Khaled, tapping him to become the Chief Creative Officer.

The deal negotiated by Roc Nation, has been a long time coming as the partnership is a true extension of Khaled's love of sneakers and influence in footwear. "As we continue this next phase of Khaled's career, we wanted to ensure that Khaled can be a part of something he is truly passionate about. From earning multiple accolades within the music industry, prominence in the social media space and commitment to philanthropy, we are proud to take this journey with Khaled and SNIPES." Michael Yormack, President of Roc Nation Sports International/Co-CEO of Roc Nation Unified states. "Khaled has always been about being as authentic as possible, and aligning with SNIPES - a brand that has supported him throughout the years, it feels very full circle. We're looking forward to this announcement and are excited on what's to come from this partnership."

The Miami based, Producer, Entertainer, Entrepreneur & Social Media Mogul will join SNIPES' C-Suite as a Chief Creative Officer effective immediately. The parties have agreed not to disclose on the modalities of the deal.

In this role as the newly appointed CCO, DJ Khaled will provide creative output of SNIPES marketing and experiential initiatives in North America as well as in Europe. "Our partnership grew organically from a single campaign to what it is today", says SNIPES CEO Sven Voth, adding, "I'm thrilled to elevate our partnership. Khaled is a music icon, an authentic personality raised from concrete and a creative mastermind. He's a perfect fit for SNIPES"

Adding Chief Creative Officer to his illustrious resume, DJ Khaled embarks on a new chapter in his career by continuing to pursue passion projects, drive larger philanthropic efforts and spearhead entrepreneurial endeavors.

"Music remains at the forefront of my career and I'm excited to change things up a bit through this partnership with SNIPES. Being named Chief Creative Officer of a globally recognized sneaker retailer is really big, and I love that I can work on other things that I am passionate about. This position isn't just about sneakers, we're going to be curating a lifestyle brand. SNIPES has supported me through the years, and with this new deal, we are really taking things to the next level." DJ Khaled states. "I am driven by passion, my family, my fans and most of all giving back to the community - and through this new role, I am able to go behind the curtain and cook some exciting new projects with the SNIPES team."

Find more information and a video interview with DJ Khaled in the dropbox:


WE ARE SNIPES! The opening of the first SNIPES store in 1998 laid the foundation for a movement that now connects young people around the world. Inspired by hip-hop, streetball, dance, and action sports, SNIPES always delivers the latest streetwear and sneaker looks from brands such as adidas, Carhartt, Jordan, Karl Kani, Nike, Puma and Vans online and in over 350 stores in Europe and the U.S. SNIPES also successfully releases its own collections as well as collaborations with other streetwear brands several times a year, actively supports talented athletes and creative artists, and is committed to the street culture community worldwide.


GRAMMY® nominated multi-platinum artist, music industry visionary, innovative influencer, mogul, and mega-producer DJ Khaled retains a perennial spot at the top of the global conversation. How many artists have sound tracked a White House Correspondents Dinner' grand entrance by President Barack Obama and shared the screen with Academy® Award nominee Ray Liotta? None, other than DJ Khaled...

He managed to do all of this while occupying the top of the charts. Since launching his career two decades ago, he has sold 18 million singles and 5 million albums and generated 3 billion- plus streams. His discography encompasses eight gold singles, five platinum singles, and two double-platinum singles. He landed back-to-back #1 debuts on the Billboard Top 200 with the gold-selling Major Key in 2016 and platinum-certified GRAMMY® Award-nominated Grateful in 2017. The latter boasted the sextuple-platinum Billboard Hot 100 #1 "I'm The One" [feat. Justin Bieber, Quavo, Chance the Rapper, & Lil Wayne] and quadruple-platinum "Wild Thoughts" [feat. Rihanna & Bryson Tiller]. His twelfth full-length album, Father of Asahd [We The Best Music Group/Epic Records], would be the "#1 Most-Streamed Record" upon release in 2019, achieve a gold certification from the RIAA, and mark his third straight Top 2 debut on the Billboard Top 200. He also runs We The Best Music Group, stands out as a New York Times bestselling author, and served as a judge on Fox's top-rated 2018 smash The Four. Plus, Bono welcomed him as the first social media ambassador for Project Red and Get Schooled enlisted him as its national spokesperson.


Founder Shawn 'JAY-Z' Carter's love of sports led to the natural formation of Roc Nation Sports and Roc Nation Sports International, supporting athletes in the same way Roc Nation has been working alongside and advocating for artists in the music industry for years. Roc Nation Sports International focuses on elevating athletes' career on a global scale both on and off the field. Roc Nation Sports International conceptualizes and executes marketing and endorsement deals, community outreach, charitable tie-ins, media relations and brand strategy.

For Press Inquiries:

Cindi Berger

PMK/ITB/Rogers and Cowan


Killian Lewis

PMK/ITB/Rogers and Cowan


Simon Bus

Head of Communications SNIPES GROUP


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Dr. Olaf B. Ihde
Geschäftsführende Direktoren:
Sven Voth, Tim Spickenbom