Digital Creator David Dobrik brought his signature high-energy entertainment to Chicago’s Magnificent Mile over the weekend, transforming the city’s flagship IT’SUGAR store into a pulsating nightclub for what may have been Lollapalooza’s most talked-about afterparty.
The elaborate celebration served a dual purpose: marking the nationwide rollout of Dobrik’s pizza-inspired snack brand, WAVERS, into all 115 IT’SUGAR locations across the country. The timing couldn’t have been more perfect, with Chicago serving as both the festival epicenter and the launching pad for The Original Doughbrik’s Snacks brand.
CHICAGO, ILLINOIS – AUGUST 1: DJ Oreo performs at David Dobrik’s Lollapalooza afterparty at ITíSUGAR – Chicago on August 1, 2025, in Chicago, Illinois. (Photo by Kamil Krzaczynski/Getty Images for David Dobrik)
The 6,000-square-foot IT’SUGAR flagship on Michigan Avenue underwent a complete metamorphosis for the evening. Strobe lights replaced traditional retail lighting, disco balls hung from the ceiling, and an LED dance floor occupied prime real estate where candy displays typically stand. The neon-themed transformation created an immersive nightclub experience that had party-goers dancing well into the night.
Dobrik founded the snack company alongside partner Ilya Fedorovich. The brand represents a collaboration with CPG veterans Adam Cohen and Jerry Bello of Tastemaker Food Co., bringing together digital creativity with food industry expertise.
The exclusive guest list read like a who’s who of digital entertainment and reality television. Dobrik’s longtime friend Natalie Noel joined fellow content creators Zane Hijazi, Blake Gray, and King Bach. Reality TV personalities also made their mark, with Dom Gabriel from Netflix’s “Perfect Match” and Shaina Hurley from “Love is Blind” adding to the celebrity buzz. Musical entertainment came courtesy of DJ performances by DJ Oreo, Nate Wyatt, and BG Good, who kept the energy high throughout the evening with festival-worthy sets that seamlessly transitioned from Lollapalooza’s outdoor stages to IT’SUGAR’s indoor dance floor.
CHICAGO, ILLINOIS – AUGUST 1: General scene of David Dobrik’s Lollapalooza Afterparty at ITíSUGAR – Chicago on August 1, 2025 in Chicago, Illinois. (Photo by Kamil Krzaczynski/Getty Images for David Dobrik)
Central to the celebration were the four distinct WAVERS flavors that guests sampled throughout the night: Late Night Pizza, Extra Cheesy, Spicy Pickle, and Hot Honey. The snacks, designed to deliver “bold, crave-worthy” experiences, are crafted to be non-GMO, free from artificial flavors and preservatives, and contain just 140 calories per serving. Interactive food stations elevated the tasting experience beyond simple sampling. Guests enjoyed specialty items like Doughbrik’s Pizza topped with WAVERS and Chicago-style Hubby’s Hotdogs featuring WAVERS Spicy Pickle as a unique garnish, demonstrating the versatility of the snack line.
The drink menu reflected the event’s upscale nightclub atmosphere, featuring premium spirits and specialty beverages. Attendees enjoyed cocktails crafted with Absolut vodka, Jameson Irish Whiskey, and Codigo 1530 Tequila, alongside more playful options like Barbie soda and Warheads soda. Party-goers could choose from Celsius energy drinks, Holy Water mushroom-infused beverages, and Drink Carbliss RTDs, with event access powered by Rumor.
CHICAGO, ILLINOIS – AUGUST 1: General scene of David Dobrik’s Lollapalooza Afterparty at ITíSUGAR – Chicago on August 1, 2025 in Chicago, Illinois. (Photo by Kamil Krzaczynski/Getty Images for David Dobrik)
The celebration marked a significant business milestone for Dobrik’s brand expansion beyond digital content into the competitive snack food market. WAVERS’ launch across IT’SUGAR’s entire retail network represents one of the most comprehensive rollouts for a creator-founded food brand, with products now available both in-store and online at itsugar.com. IT’SUGAR President Ryan Nelson and Creative Director Lauren Balsamo attended the festivities alongside the company’s executive team.
CHICAGO, ILLINOIS – AUGUST 1: ITíSUGAR team poses for a photo at David Dobrik’s Lollapalooza afterparty at ITíSUGAR – Chicago on August 1, 2025, in Chicago, Illinois. (Photo by Kamil Krzaczynski/Getty Images for David Dobrik)
