Global streetwear giant SNIPES and luxury fashion house MCM have launched a bold, cross-continental campaign to celebrate their new capsule collection “Make It Miami”— a fusion of premium fashion, unapologetic streetwear, and raw cultural energy.
To bring the campaign to life, Ear to the Ground along with global music mogul and longtime SNIPES Chief Creative Officer DJ Khaled serves as the face of the collection, embodying the dynamic energy of Miami, a city he calls home.
Set against the neon-lit backdrop of South Beach and anchored by a global launch at the flagship We The Best x SNIPES store, the campaign invited fans from across the world to experience the energy, heat and vibe of Miami.
From immersive fan experiences in Berlin and Amsterdam to private yacht takeovers and cultural dinners in Miami, the collaboration was a high-style tribute to what makes the city — and its people — so magnetic.
A Vision From the Top
In a statement, Dennis Schröder, CEO of SNIPES, remarked: “Creating a streetwear collection with MCM is a bold statement. Bringing a luxury brand with such a rich heritage into street culture and making it accessible to our community shows what’s possible with creative vision and the right partners.
“By rethinking partnerships and taking the step outside of the box, we are pushing boundaries while always staying true to who we are.”
Creative Storytelling Meets Fan Truths
Ear to the Ground led the strategic and creative direction of the campaign. Drawing on their proprietary Fan Intelligence® model — a real-time collaboration with over 11,000 global tastemakers in sport, gaming and culture — the agency uncovered the insight that sparked the campaign’s central idea: “There’s something in the water.”
This wasn’t just about celebrating Miami’s aesthetics — it was about channeling its DNA. Its style. Its swagger. From the color palette and campaign styling to the storyline and creative activations, ETTG ensured every touchpoint reflected the magic of the city.
Speaking on the campaign, Richard Adelsberg, CEO of Ear to the Ground, said: “Miami is more than a location — it’s a feeling. A rhythm. A cultural code. Through our Fan Intelligence® network, we listened deeply to what makes this city iconic in the eyes of the next generation.
“That insight unlocked everything: the creative tone, the styling, and the ambition to make this campaign not just relevant, but unforgettable. This wasn’t just a launch — it was a cultural moment.”
Cultural Cut-Through, Global Reach
The campaign, fronted by DJ Khaled — longtime SNIPES Chief Creative Officer and Miami native — combined music, fashion, and street culture in a uniquely immersive way. With bold visual storytelling, vibrant activations, and culturally connected talent from both sides of the Atlantic, “Make It Miami” not only brought heat to the streets, but redefined how cross-market collaboration can feel.
The campaign is now live globally through SNIPES and MCM’s flagship stores and digital platforms, with limited pieces available in the US and across key European markets.
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About Ear To The Ground
Ear to the Ground is a global creative agency that turns fans into consumers for the world’s leading brands in sports, gaming, and entertainment. At the heart of their proposition is Fan Intelligence® — a strategic and creative insight model built from over a decade of collaborating with the most culturally connected fans around the world. From brand strategy to world-class creative, ETTG’s work is designed to emotionally connect, shape culture, and deliver true brand impact.
