Hyundai ‘The Drop’ Integrates Sneaker Culture with its 2024 Santa Fe SUV

Hyundai has launched a new campaign ‘The Drop’ in collaboration with Culture Brands, its African American marketing agency, for the all-new 2024 Santa Fe SUV. The campaign integrates sneaker culture with the dynamic, adventure-driven lifestyle of the fifth-generation Santa Fe.

Angela Zepeda, CMO of Hyundai Motor America, said they are driving the 2024 Hyundai Santa Fe with ‘The Drop’ into the spotlight. She highlighted that they are aligning their creative ingenuity, through an intentional and fresh cultural perspective, with the dynamic experiences of Hyundai’s ever-evolving consumer base. “This campaign isn’t just about showcasing a vehicle, it’s about setting the pace for a vibrant fusion of automotive innovation and culture.

Erik Thomas, director of experiential marketing at Hyundai Motor America, said they are injecting a surge of excitement into every ride, seamlessly blending cutting-edge technology with urban flair. “From city streets to off-road adventures, the new Santa Fe’s sleek innovation meets the pulse of culture and redefines the journey, exceeding expectations every step of the way.”

Eunique Jones Gibson, founder and chief creative officer of Culture Brands, highlighted that the campaign represents an ongoing exploration of the rich tapestry of culture. “By pairing relatable creative and talent with cultural icons like Director X and BrandBlack, we continue to authentically capture the vibrant essence of our community through the “OKAY Hyundai” campaign and showcase how the new 2024 Hyundai Santa Fe integrates within it.”

Hyundai said the Santa Fe is a frontrunner among African American consumers who purchased Hyundai vehicles in 2023, consistently making a Hybrid variant, the all-new Santa Fe aligns with Hyundai’s broader sustainability initiatives.

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Nandika Chand