# Pete Davidson, Official Boyfriend of Reformation

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

- Owner: Reformation
- Kind: Campaign
- Sector: Fashion & accessories
- Seed date: 2025-02-11
- Peak date: 2025-02-11
- Spread Score: 48 (Notable), v1.2
- Mechanics: Visible in use, Scarcity drop, Newsjacking, Platform jump, Press loop

## Summary

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.

## Timeline

- 2025-02-11 — Reformation (Instagram) — Reformation released Matthew Frost’s film casting Pete Davidson as its Official Boyfriend.
- 2025-02-11 — Reformation (Retail) — The launch offered Official Boyfriend and Official Girlfriend sweatshirts and boxer briefs.
- 2025-02-11 — Variety, ABC News and Adweek (Press) — Variety, ABC News and Adweek covered the campaign on its launch day.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/pete-davidson-reformation-official-boyfriend

Cite as: How It Spread (2026). “Pete Davidson, Official Boyfriend of Reformation.” Case HIS-00890. Spread Score v1.2: 48/100. Updated 2026-10-15. https://howitspread.com/id/HIS-00890