Snipes has evolved into a global sports footwear business, with more than 800 stores across Europe and the US, but CEO Dennis Schröder doesn’t want to stop there. He's building a community-based streetwear brand that leverages hyperlocalism on a global scale. To achieve this, he's avoiding a one-size-fits-all model and instead working on developing connections across specific markets and spearheading collaborations to bring the authenticity that the brand’s customers crave. He spoke to the Daily ahead of his keynote tomorrow.

In such a competitive market, what stands out about Snipes?


It’s definitely our authenticity and connection to our community. Since it was founded in 1998, Snipes has always had a "more than a retailer" mentality. Retail is about offering experiences. We want to be part of the culture we’re operating in. Whether it’s streetwear, hip-hop, or sports, we live what we represent. We work with people who inspire our audience and share the same passion and support young talents around the globe. That cultural credibility, combined with knowing exactly what our customers want, is what makes Snipes different.

Is your approach and positioning different in the US versus Europe?


The core of the brand doesn’t change between continents and street culture speaks a global language. Our DNA and vision stays the same. It's only by building bridges between both continents that we can achieve our goal of becoming the global symbol for street culture.
A great example is our community programme Snipes Serves, which was founded in the US. Through this initiative, we give back to local communities by providing free meals, offering access to education, or distributing school supplies. What started with our US teams is now being executed in the European market as well. But it’s never just copy-and-paste, it’s about understanding each market and working hyperlocal.

Retail is about offering experiences. We want to be part of the culture we’re operating in.

How do your store, web and social channels work together?


The stores are where people can feel the brand—the atmosphere, the people, or our exclusive collabs like we do with MCM, Sprite or Paris Saint-Germain. Online is our 24/7 access point, and social media is where we tell our story and talk to our community in real time. It’s all part of one journey and we always aim to connect the different points of sale and create an omnichannel experience for all our customers.
Driving people into our stores is key for us, especially since around 80% of our sales happen there, making them an essential part of our business. This is why we put a lot of energy into creating experiences on site. That can mean celebrating store openings with live DJs, special guests, and exclusive releases, running retail activations and giveaways, or hosting meet-and-greets with artists. We want our community to feel that every visit to a Snipes store is more than just shopping.

What do you see as the major challenges and opportunities over the next 12 months?


It’s definitely traffic. That’s something the entire retail industry is facing right now. With inflation, global conflicts, and overall uncertainty, people are holding on to their money. We see that across all our markets. But I’m confident that with the right products, the right collaboration partners, and my strong team, we’ll make it happen.

What are your ambitions for the brand and its global reach?


We have high ambitions and want to become the global symbol for street culture. That’s why it is so important to stay true to our roots, investing in communities we are part of and inspiring the next generations through music, sports, and fashion. Partnerships like the one with Paris Saint-Germain are a great example of how we can merge sport and style while creating meaningful connections with our audience, hyperlocal worldwide.

From Paris to the World: Snipes and PSG join forces

In 2024, Snipes entered into a partnership with Paris Saint-Germain, taking on the role of the Club’s “Official Culture & Community Partner” in a three-year deal. The Snipes logo now appears on the back of PSG’s Ligue 1 jerseys, but the collaboration goes beyond visibility. Rooted in a shared commitment to youth and local communities, the partnership merges football and streetwear culture while supporting charitable initiatives through Snipes Serves. For CEO Dennis Schröder, this is one of the most significant partnerships in Snipes’ history—one designed to inspire globally while making a tangible impact in Paris.

Visitors to NRF 2025: Retail's Big Show Europe can learn more about this community-based sponsorship strategy at the keynote tomorrow.

Keynote
9:45am-10:15am 
From the streets to the stadium: Community-based sponsorship
Vusion Group Theatre, Hall 4

A premier international retail gathering and a new chapter for retail
apg, Datalogic and EPSON join forces at NRF 2025: Retail's Big Show Europe