SNIPES

WHO RUN THE WORLD? GIRLS! This quarter, we’re putting the spotlight on impactful women from our SNIPES fam who lead incredible projects – and this time, it’s all about Saskia Sperling ✨ Saskia joined SNIPES in 2024 – and for her, it truly felt like a full-circle moment. From designing rooms in free 3D programs during school to studying interior architecture and selling sneakers alongside her studies, her path has always combined spaces and streetwear culture. Today, as Senior Retail Designer, she translates brand DNA into physical spaces you can actually step into. For Saskia, retail design is more than aesthetics – it’s where brand, space, and customer experience meet: "Stores don’t just sell products, they sell identity!" One of her biggest highlights? Creating our Studio93 in Paris Saint-Denis – a unique brand experience space with a professional music and dance studio designed to foster creativity and community. Almost simultaneously, she worked on Le SNIPES Deck at the Paris Saint-Germain stadium – translating an official culture and community partnership into a powerful experience. Two extraordinary concepts. One unforgettable project duo. But challenges are simply part of the job – especially in her field. One guiding principle that carries her through it all is: Trust the process. The unexpected is inevitable. Saskia has learned that changes and unforeseen obstacles are a natural part of any project. What truly matters in those moments is staying calm, finding pragmatic solutions, and trusting your own expertise. It’s hard to believe, but often the strongest results grow out of exactly those unexpected challenges. At the same time, working in a still male-dominated construction industry means that women are not always automatically given the same level of trust. That’s why she’s especially proud of the moments when expertise breaks old patterns and proves that competence speaks louder than stereotypes. What motivates her day by day? First and foremost, her amazing and talented team, which has grown over the past two years. Growing alongside them and experiencing the increasing trust in her and her work is what truly motivates her. But what really drives her is the chance to shape things. There is that special moment she describes: walking into a store she has known for weeks only through a 3D model. Everything feels familiar, almost like stepping into a place she once visited in a dream – only this time, it’s real! And so is her passion for her work and what she creates! Saskia, you run it 👑 #snipes #women

BUILT ON CULTURE. DRIVEN BY COMMUNITY! We recently welcomed TextilWirtschaft – one of the leading industry media outlets in Germany – to our SNIPES HQ in Cologne for an exclusive cover story featuring our SNIPES SE CEO Dennis Schröder. Across eight pages, the conversation dives into the next chapter of SNIPES Europe: how we are evolving as a global streetwear culture retailer, how we stay grounded in community, and how we continue to build momentum in a dynamic market environment. What matters most to us? Staying true to our roots while thinking bigger every day. Culture and community are not just buzz words – they are the foundation of how we operate, partner, and grow. At the same time, we are sharpening our focus, expanding our reach, and unlocking new opportunities and audiences worldwide. And why do we call our employees the SNIPES Fam? It’s that simple: leadership at SNIPES means team first. Progress here is always collective. Our energy comes from ambitious people who challenge each other, move fast, and think long-term – together! A big thank you to Melanie Gropler for the open exchange and the platform, and to Thomas Rabsch for capturing the energy!  The full story is out now – in print and online: https://lnkd.in/gp_S3E9Q Check it out! #snipes #textilwirtschaft #interview

SNIPES HEROES! This format celebrates the people in our SNIPES Fam who have shaped our brand over 10, 15, or even 20 years – the ones who turn passion and dedication into long-term impact! 🌟 This month, we’re shining the spotlight on Jamina Anna Benjak – who celebrates 10 years at SNIPES as a true power woman who keeps everything connected behind the scenes. Jamina’s SNIPES journey began back in 2016 in our stores, where she supported countless stores across Cologne and beyond and was part of key store projects and openings. After five strong years in-store, she took the next step – and since 2020, she’s been an essential part of our HQ Organization team. Today, as Administration Manager, Jamina connects our whole HQ, including solebox and our wholesale agency Urbn Concepts, and even the stores. From travel and fleet management to administration, accounting topics, and being the first point of contact for pretty much everyone – if there’s a question, the answer is often: “Let’s ask Jamina!” A SNIPES moment she’ll never forget?  Meeting global superstar Nelly during her shift is a moment Jamina will never forget. During his tour, he stopped by our SNIPES store in Cologne, and the energy was unreal. Growing up with his music and experiencing first-hand how deeply SNIPES is rooted in hip-hop culture made that moment extra special! SNIPES in one sentence?  "For me, it’s always been about the people. Over the past 10 years, I’ve met friends for life – and this just proves that truly amazing people come together here!" 🫂 Thank you, Jamina, for always being a huge support for everyone. Here’s to many more years together! #snipes #snipeshero #women

CLUB TOUR SNIPES IS BACK! Together with Paris Saint-Germain, we’re bringing the Club Tour SNIPES back to the heart of the Île-de-France – connecting elite football with the grassroots and creating real moments for the next generation! This year, once again, 2.000 young people from the Île-de-France region will experience a day in the life of a Paris Saint-Germain player! For us at SNIPES, this tour is about more than football. It’s about staying true to our roots in urban culture, about proximity, and about giving young talents access to spaces they once only dreamed of. Through Paris Saint-Germain –style training sessions, direct exchanges with the club’s experts, and unforgettable experiences, we open doors and build bridges between amateur clubs and the highest level of the game. The Club Tour SNIPES is built around three key highlights:  ⚽ Training Sessions – 10 local clubs will experience “Made in PSG” training sessions   🏆 The Cup – 24 amateur clubs compete at the Paris Saint-Germain Campus in Poissy   🔥 Halftime Challenge – Local clubs take over the pitch during Ligue 1 matches at Parc des Princes And that’s not all! After the halftime challenge, the kids are invited to watch the match from the SNIPES Deck at Parc des Princes, right above the fan block, where they can experience the raw energy and atmosphere of Rouge & Bleu football – goosebumps guaranteed! This is a true grassroots initiative that celebrates the people who keep the game alive every day: coaches, volunteers, and club leaders who form the backbone of amateur football – and above all, the young talents being trained to become the playmakers of tomorrow. Being present on the field, supporting locally, and giving back where it matters most is exactly why we are the Official Culture and Community Partner of Paris Saint-Germain. We can’t wait to kick off the upcoming Club Tour SNIPES – the registration phase is currently open, and clubs can still apply until this Thursday!  🔗 https://clubtour.psg.fr/   Stay tuned for what’s next!  🔥 #snipes #psg #clubtour

WHO RUN THE WORLD? GIRLS! And what do we all love? A really good coffee or matcha in our favorite café. Exactly where you could find us last weekend in Paris ☕️ The location? Café Cortado, a super stylish spot in the Marais, one of Paris’ most iconic and creative neighborhoods. Every girl who registered as a SNIPES Clique Member in our App enjoyed a free coffee or matcha and received a SNIPES goodie bag from us. Inside the bag: SNIPES socks, SNIPES beanies, a limited-edition poster, and a 15% voucher – because every girl deserves to treat herself! The café was fully SNIPES-branded, inside and out, all under the motto “Tu n’as rien à prouver” – you have nothing to prove. Because it’s about showing up as yourself, supporting each other, and taking space without having to explain or prove anything! 💯 Thank you to everyone who stopped by and made the day special. The energy spoke for itself! Where should we go next? 👀💫 #snipes #women #paris

FOOTBALL IS CULTURE & CULTURE UNITES! For us, culture means showing up where our community feels seen and represented. That’s why we celebrate this energy globally – wherever it comes alive! 🌎 During the Africa Cup in late 2025, we created a journey celebrating culture – first in Paris, then on the ground in Morocco. In collaboration with Paris Saint-Germain, we kicked off the Africa Cup with a community event at our Studio 93 in Paris, creating space for authentic cultural exchange. Each participant represented African culture in their own way: from a panel talk with PSG legend Mamadou SAKHO, who shared insights rooted in his Senegalese heritage, to a photo exhibition by Emile Samory Fofana, reflecting his Malian roots. The experience was complemented by traditional African food, barber and braider stations, music, and an atmosphere full of unmatched energy! After the Paris kick-off, we brought the activation to the host country of the Africa Cup: Casablanca, one of Morocco’s most important football cities and home to the country’s two biggest clubs. There, we hosted a street football tournament under the motto “Africa Cup of the Streets,” aiming to connect Europe, our core market, with Africa as a key cultural influence through the diaspora. By connecting artists and content creators from European and African youth culture, we created an authentic link between football and diverse communities who share the same passion for a culture that goes far beyond borders! #snipes #lazona #africacup

PARTNERSHIP FIRST! Strong partnerships remain a key pillar for us at SNIPES, and last Tuesday was another great example!  The Champions League took us to Lisbon, where Paris Saint-Germain faced Sporting CP at the iconic Estádio José Alvalade. Being on the ground for moments like these is an important part of how we live and strengthen our partnerships beyond the pitch.  SNIPES was represented by our Head of Sales Southern Europe, responsible for Portugal, alongside our Country Manager for Belgium, France & The Netherlands, representing the French market.  Over the course of two days, we joined fellow PSG partners for exclusive pre-match moments, a guided city tour, and shared dinners. Even though the result didn’t go PSG’s way, showing up, exchanging, and connecting is what keeps partnerships strong and meaningful.  A big thank you to PSG for the great hospitality and the overall experience. We’re looking forward to another exciting year as the Official Culture and Community Partner of the Club and can’t wait to share what’s still ahead – on and off the pitch! 🌎 #snipes #psg

WHO RUN THE WORLD? GIRLS! Behind every major moment at SNIPES, there are people who make culture happen. As we kick off the year, we’re putting the spotlight on impactful women from our SNIPES fam who lead incredible projects – and this time, it’s all about Yu Tian Zou ✨ Yu’s journey with SNIPES began in 2020 with an apprenticeship at our HQ. After her first deep dive into the event team in 2022, she’s now a full-time Event Marketing & Sponsoring Manager, leading some of our biggest cultural activations. She knew early on that she wanted to be behind the scenes – taking responsibility and bringing a natural bit of boss energy to the table. Her journey with Openair Frauenfeld began in the summer of 2022 during her time as an apprentice in the event team. Even before that, OAF was already a big name to her – one of the most prestigious hip-hop festivals in the DACH region. And while it was her very first festival ever, it also became her first major project: from day one, she was trusted with real responsibility, independently handling artist seeding and leading the promoter team. Today, Yu leads the entire SNIPES x OAF partnership, managing the sponsorship deal, a 600 sqm festival shop with exclusive limited-edition merch, backstage artist activations, and all on-site operations. One of her highlights? Definitely iconic and unforgettable artist moments – and, of course, a guitar signed by Cro, Bonez MC, and 21 Savage. But what truly drives her is the teamwork and creating events she would’ve loved to attend herself. But alongside the highlights come challenges. Working in a highly male-dominated festival and hip-hop world, Yu quickly learned how important it is to not make yourself smaller, to speak up, and to visibly take responsibility – even when doubts about age or gender come into play. And that’s exactly what makes her most proud: Leading her first Openair Frauenfeld as project lead in her first year and at just 23, working eye-to-eye with artists and partners, and proving that competence, cultural understanding, and authenticity speak louder than age or gender! Yu’s story is a reminder: In male-dominated spaces, showing up with confidence, knowledge, a real connection to the community – and a lot of heart – makes all the difference! Yu Tian Zou, you go, girl! 🙌 #snipes #women

DREAMS DO COME TRUE! The holidays may be over – but the impact of giving back to the community goes far beyond the Christmas season. At SNIPES, community is something we live, show up for, and build with intention. That’s why our Dream Maker project is all about creating moments that truly matter – moments that give young people confidence, joy, and the feeling of being seen. This past season, we brought Dream Maker to our stores in Miami, New York, Detroit, and Chicago. Each stop had its own energy, but Chicago was a true highlight, capturing exactly what Dream Maker is all about. Together with Hearts With Soles, a nonprofit organization dedicated to empowering youth and promoting mental well-being, we invited kids into our store and gave them more than just the chance to shop. We created a space where they could express themselves, build confidence, and step into 2026 feeling empowered. The day became even more special when Chicago Bears player Dallis Flowers surprised the kids, turning the experience into a moment they’ll never forget! AT SNIPES and with our Dream Maker Project is all about working with culturally rooted partners and investing in the communities we’re proud to be part of. Check out the recap! #snipes #dreammaker

SNIPES HEROES! This format celebrates the people in our SNIPES Fam who have shaped our brand over 10, 15, or even 20 years – the ones who turn passion and dedication into long-term impact! 🌟 Meet this month’s SNIPES HERO: Sonja Löbbel, who started her journey at SNIPES back in 2015 as our very first conceptual Visual Merchandiser in the SNIPES HQ. What began as the challenge to develop a consistent visual identity for all SNIPES stores soon turned into building an entire department from scratch. In 2018, right in the middle of her SNIPES journey, she also stepped into a new personal chapter and became a mom. Her son – now seven, and still deciding whether his future lies at SNIPES or as a PSG football star – is part of why Sonja is especially grateful for the balance and support she’s found here. Over the past ten years, Sonja has accompanied, tested, analyzed, and optimized countless projects, always with the mission to elevate the in-store journey through strong, emotional, and strategic Visual Merchandising. Today, as Head of Visual Merchandising, she leads everything that makes our stores visually powerful. Her team focuses on global guidelines, trainings, branded spaces, and the continuous evolution of our international strategy. The goal: bringing the SNIPES DNA to life visually and emotionally in every store worldwide. A SNIPES moment she’ll never forget?  „My very first Hero Award. A moment that showed me that my passion and dedication are truly seen. But there are many more: market travels, great dinners, our legendary Store Manager Meetings, and countless everyday moments with the team.“ When asked what she loves most about SNIPES, her answer is clear: “The people! Colleagues who have become true friends and a culture where every opinion matters, no matter who you are.” In one sentence, SNIPES means for her: “SNIPES is more than a workplace – it’s family, team spirit, and a lot of honest laughter.” Happy SNIPES anniversary, Sonja – and thank you for shaping our stores, our brand, and our culture. Here’s to many more years! 🙌 #snipes #snipeshero