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Library/Campaign/Pete Davidson, Official Boyfriend of Reformation
Grade B20 sourcesHIS-00890

Pete Davidson, Official Boyfriend of Reformation

Campaign · 2025 · Notable

48Editable slideCertificate

Reformation claimed 8 million social impressions for its Pete Davidson boyfriend film.

Original · Reformation / Matthew Frost
Clip · Reformation on YouTube
Reformation on Instagram: "Pete Davidson, Official Boyfriend of Reformation. Written and directed by @_matthew_frost_"
Reformation on Instagram
Reformation x Pete Davidson Video — anabella emquies
Anabella Emquies
Pete Davidson is Reformation's new 'Official Boyfriend': See the campaign and shop the looks
ABC News / Good Morning America
Reformation Makes Things Official With 'The Perfect Boyfriend': Pete Davidson
Adweek
pete davidson reformation campaign shop online
Variety
Pete Davidson, Official Boyfriend of Reformation
Reformation on YouTube
Reformation: Pete Davidson, Official Boyfriend of Reformation - The Clios
The Clios
How Reformation hopes viral moments help it become ‘part of a cultural conversation’
Digiday
Check Out the 4 Best Marketing Campaigns in February 2025
Website Builder Expert
How brands are leaning into romantic and anti-romance themes
Inside Retail

Spread Score

How it works
Reach70Contagion35Breadth50Velocity44Longevity2348

Numbers

Estimated press impressions; brand claim, not unique people
11B
As of Oct 15, 2026 · Press · Self-reported · Shorty Awards / Reformation entry
Seed to peak
same day
Feb 11 ’25 to Feb 11 ’25
Platforms
5
Started on Instagram
Origin
Mixed
Fashion & accessories

Mechanics

  • Visible in use
  • Scarcity drop
  • Newsjacking
  • Platform jump
  • Press loopPrimary

How it spread

Trace the origin

Reformation cast Pete Davidson as its Official Boyfriend in a shopping film. Press led with his tattoo-free appearance, fans discussed the photos, and creators reviewed the ad. The brand reported merchandise sold out within days.

Google searchesJan ’25FebMarMayJulSepNovFeb ’26MarPeakInstagramRetailPressRedditOpen web
InstagramRetailPressRedditOpen web

12 more events on this chart

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Timeline (15)

  1. February 2025

    Reformation seed · Feb 11 ’25

    Reformation released Matthew Frost’s film casting Pete Davidson as its Official Boyfriend.[1][2][3]

    Reformation x Pete Davidson Video — anabella emquies
    Open the first post ↗

  2. Reformation commercial · Feb 11 ’25

    The launch offered Official Boyfriend and Official Girlfriend sweatshirts and boxer briefs.[4][5]

    Reformation Makes Things Official With 'The Perfect Boyfriend': Pete Davidson

  3. Variety, ABC News and Adweek press · Feb 11 ’25

    Variety, ABC News and Adweek covered the campaign on its launch day.[3][4][5]

    pete davidson reformation campaign shop online
Origin
Mixed
Sector
Fashion & accessories
Region
US
Estimated press impressions; brand claim, not unique people
11B
As of Oct 15, 2026 · Press · Self-reported · Shorty Awards / Reformation entry
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Google searchesJan ’25FebMarMayJulSepNovFeb ’26MarPeakInstagramRetailPressRedditOpen web
InstagramRetailPressRedditOpen web

12 more events on this chart

Join free to see them

  1. February 2025

    Reformation seed · Feb 11 ’25

    Reformation released Matthew Frost’s film casting Pete Davidson as its Official Boyfriend.[1][2][3]

    Reformation x Pete Davidson Video — anabella emquies
    Open the first post ↗

  2. Reformation commercial · Feb 11 ’25

    The launch offered Official Boyfriend and Official Girlfriend sweatshirts and boxer briefs.[4][5]

    Reformation Makes Things Official With 'The Perfect Boyfriend': Pete Davidson

  3. Variety, ABC News and Adweek press · Feb 11 ’25

    Variety, ABC News and Adweek covered the campaign on its launch day.[3][4][5]

    pete davidson reformation campaign shop online

  1. peak · Feb 11 ’25

  2. platform jump · Feb 11 ’25

Join free to see the other 12 events and the full chart. Free, on every case.

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Why it worked

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