SNEAK x Dubtendo

Sneak had become synonymous with gaming. Great for cementing our nerdy roots, less great if we wanted to reach new audiences and build a brand that could exist in culture beyond the controller.

The opportunity wasn’t to move away from gaming, but to build outwards from it - finding adjacent scenes, subcultures and communities that shared the same energy as Sneak. Dubtendo, a Bristol-based DJ collective operating at the intersection of music, gaming and nerd culture, felt like the perfect place to start.

I built the relationship from the ground up, developing an initial collaboration into an ongoing 18-month partnership. Together, we created partnered events, collaborative content and a consistent presence in each other’s worlds - giving Sneak a credible way into music culture rather than simply turning up and sticking our logo on it.

For me, the partnership was as much about brand building as activation: expanding Sneak’s cultural alignments and proving we could show up in new spaces without diluting what made the brand distinctive in the first place.

Still nerdy at heart. Just bigger than gaming.