- Spanx founder Sara Blakely has kicked off a new campaign for her Sneex brand of high-heeled sneakers to run during New York Fashion Week.
- The campaign is “a love letter to New York City as the ultimate playground for fashion, power, and movement.”
- The campaign includes paid digital channels and a targeted OOH campaign in New York.
Blakely disrupted the lingerie market in 2000 when she launched the Spanx brand, which established the shapewear category. Blackstone acquired a majority stake in the brand in 2021 for $1.2 billion.
While Blakely remains chairman of Spanx, she launched a new brand, Sneex, in 2024, with the hopes of again transforming footwear by offering a more dressed up sneaker that is designed to look like a high heel. By running an OOH campaign in NYC during New York Fashion Week, the brand is looking to capture eyeballs of important influential people in the fashion world. The effort leans into NYC as a center of fashion, positioning Sneex as an accessory to this lifestyle.
“The Fall 2025 campaign, City Life, Sneex Style, is very much a love letter to New York,” said Rachel Goldflam, CMO of Sneex, in a statement shared with Brand Innovators. “The city has always been the ultimate playground for fashion, power, and movement – and we wanted to capture that energy at the exact moment the world is watching, during New York Fashion Week…The creative is designed to feel authentic to how women actually live, showcasing movement, comfort, and ease, while also highlighting the elevated yet approachable styling that women everywhere can turn to.”
Emily Yueh, president of Sneex added, “While Sneex is a global brand, this particular campaign is rooted in New York City, celebrating the energy of women in motion. Tapping into OOH placements like LinkNYC allows us to meet women exactly where they are – walking to work, heading downtown, navigating fashion week – moments when the brand feels most relevant.”
