Juelz Santana Stars in New Supreme Campaign

Juelz Santana is once again linking up with Supreme, fronting a new campaign that blends the Harlem rapper’s signature style with the brand’s bold, Americana-inspired aesthetic.

In the newly released visuals posted on Tuesday (Mar. 24) by Supreme, Santana is seen rocking a matching stars-and-stripes set, complete with a jacket, pants, and coordinating headwear. The look is finished off with Timberland boots and layered jewelry, leaning into the flashy-yet-grounded style that has long defined both Santana and the broader Dipset image.

The campaign was photographed by frequent brand collaborator Ari Marcopoulos. Santana’s relationship with Supreme likewise runs deep, dating back nearly two decades to a pivotal era for both the brand and The Diplomats.

In 2006, Supreme tapped Santana and Jim Jones for one of its earliest photo tee campaigns. At the time, the brand was still building its identity, while Dipset was at the height of its cultural influence. The shoot, captured by photographer Kenneth Capello, became just the second installment in Supreme’s now-iconic photo tee series.

Though the collaboration would go on to become one of Supreme’s most recognizable pieces, selling out quickly and later reaching grail status, there was some tension behind the scenes. Members of Dipset later suggested they were under-compensated, especially given how much the campaign contributed to Supreme’s early momentum.

Still, the imagery endured, cementing Santana’s place in the brand’s visual history. More than a decade later, that connection resurfaced in 2017 when Supreme partnered with Timberland on a limited-edition boot capsule. Santana was once again brought in to model the collection, which featured reworked versions of Timberland’s classic 6-inch boots.

The designs included bold stars-and-stripes patterns, a clear nod to Dipset-era style, alongside premium materials and signature Supreme branding.