SNIPES Champions Men's Self Expression with Exclusive "Be Loved" adidas Adistar Control 5 Release

Featuring digital creator and Twitch streamer Raud, the campaign uses humor and real-world interactions to promote confidence, self-care and community among men

PHILADELPHIA, April 2, 2026 /PRNewswire/ -- SNIPES US, a leading global sneaker and streetwear retailer, is putting self-expression at the center of men's style with the launch of the exclusive "Be Loved" adidas Adistar Control 5, a campaign designed to challenge outdated ideas of masculinity and encourage men to show up confidently for themselves and for their communities.

The limited release reimagines the classic running silhouette through a vibrant palette of red, pink, and purple, signaling a shift away from traditional menswear norms. Inspired by early spring and renewal, the colorway reinforces the campaign's message: confidence begins with self-care and individuality.

At the heart of the campaign is "Love Delivered," a creator-driven narrative starring Twitch streamer Raud. Known for his high-energy livestreams and loyal online following, Raud plays an unlikely messenger of self-care. Frustrated by the pressure many men feel to suppress emotion and push through burnout, he throws on a SNIPES delivery uniform, laces up his adidas Adistars, and drives a tiny kei truck through the neighborhood delivering check-ins, encouragement, and humor, reminding viewers that taking care of yourself is not weakness, it's strength.

"Partnering with SNIPES and adidas gave me a chance to talk about something men don't always say out loud," said Raud. "We're taught to grind and keep it moving, but real strength is checking on yourself and your people. This campaign lets that message live in a way that feels authentic to my community."

Through storytelling, fashion, and digital culture, "Be Loved" reframes men's self-care as part of everyday life. The adidas Adistar Control 5 serves as a visual symbol of confidence, openness, and individuality, demonstrating how cultural relevance and product storytelling can work together.

"With 'Be Loved', we wanted to challenge outdated narratives around masculinity," said Ryan Cassar, Director of Brand Marketing at SNIPES. "The campaign around the adidas Adistar Control 5 is a reminder that confidence, care and individuality belong in men's everyday lives."

The "Be Loved" adidas Adistar Control 5 launches on March 27 and will be available at select SNIPES locations and online at SNIPES.com.

WE ARE SNIPES!
Since the opening of the first SNIPES store in 1998, SNIPES has stood for more than just streetwear. Deeply rooted in hip-hop, basketball, soccer, and dance, the retailer connects streetwear culture, community, and fashion.

With over 800 stores across Europe and the US, as well as an online shop, SNIPES offers not only sneakers and streetwear from global brands like adidas, Nike, and New Balance but also exclusive SNIPES collections and limited drops. From unique global partnerships with DJ Khaled and French football club PSG to local collaborations with key figures in the scene – SNIPES is an integral part of the streetwear culture community.

SNIPES is more than just retail; it's a movement that brings people together worldwide. The company supports its community through various projects that nurture talent and provide young people with a platform.

SOURCE SNIPES