This Sunday was the U.S.'s second celebration of Juneteenth as a federal holiday. Sneaker retailer SNIPES took their commemoration in a unique direction and went with a more artistic approach, teaming with artists throughout the nation to create a Juneteenth-themed piece. Cheddar News was joined by Rich Foster, CMO of SNIPES to talk more about this and the company's upcoming 'Crack the Code' campaign.

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SNIPES Celebrates Juneteenth and Black Culture Through Art

sneaker retailer snipes celebrated the holiday that by highlighting for african american artists throughout the nation, all to create a juneteenth themed piece, incorporating the company's pillars. So joining us now to talk more about the campaign is rich foster CMO of snipe. So rich talk to us about how the event went and how these artists incorporated snipes pillars in their pieces. So um just to echo, so our our our pillars are um support and power and celebrate. So one of the main things that we decided was to tap into four different artists in regards to creative mediums that felt well in their world, um from a more from a creative standpoint to tell stories of, based on their lives and um how their upbringings were affected in the african american community. Um so that was something that um we decided to roll out as well as I'm doing an event where we showcase the art in an art gallery. So, um this was in Williamsburg, so it was a great opportunity for the community folks to come and support as well as provide insight As well as a panel for for them to actually delegate and communicate amongst and we're showing some of these amazing photos right here. Obviously, Richard, this was a very unique way to celebrate Juneteenth, Why did you guys that snipes sort of go this route and what was what was sort of important for you guys to sort of spend this time celebrating this holiday, art, I mean, you know, storytelling comes from art. Um and I think um one thing about us, um we're so engulfed in the community, um creating um community opportunities for our, you know, for our people. Um so this was something that I felt that um, you know, the team and I, you know, we wanted to just highlight a lot of storytelling through um different mediums that made sense for what our consumer represents, you know? Um so it was more so just kind of like more of a give back, I think where that came from for us. Well, so now Snipes also has an upcoming crack the code campaign that promotes digital equality in an effort to close the gap, the learning gap for certain families. So tell us a little bit more about that crack. The code basically is every store we open, we decide to launch and build a computer lab in that community or that school, um in that community. So our goal is to develop stem leaders in the future. Um and that's the way that we want to do it. So wherever store opens a computer lab opens and that's kind of the give back. So you're building an entire 100%. So cool. So what, what was that process like of building that out? I mean, just making sure that, you know, obviously working with city delegates and um, you know, just choosing the right center to do that. Um it is, it is strength is it's strenuous, but you know, at the end of the day, it's about, it's all about the people. So that's one of our main things Absolutely rich. We're so grateful that you were able to come on, get up early this morning and come over and join us and talk about the, and celebrate sort of this incredibly monumental day today. That's rich Foster, the CMO of snipes. Thanks so much. Rich, obviously for coming in this morning. Thank you so much.