David Dobrik Transforms IT’SUGAR Chicago Into a Neon Nightclub to Launch Wavers During Lollapalooza Weekend

David Dobrik hosts Lollapalooza afterparty in celebration of the nationwide launch of Wavers, his pizza-inspired snack, at IT’SUGAR’s flagship store in Chicago, where he jumped in the DJ booth with DJ Nate Wyatt for an impromptu guest spin.

Digital creator and entrepreneur David Dobrik turned the sugar rush all the way up this past weekend, transforming IT’SUGAR’s Chicago flagship into a full-blown nightclub to celebrate the nationwide launch of his new snack brand, Wavers, during Lollapalooza.

Timed perfectly with one of the biggest music weekends of the year, Dobrik’s afterparty lit up Michigan Avenue with a sensory overload of neon lights, live DJ sets, and unlimited snacks. The 6,000 sq. ft. candy megastore, usually a haven for sweet tooths, was reimagined as a high-energy disco party, complete with LED dancefloors, immersive photo ops, and candy cocktails.

The event marked the retail debut of Wavers, a pizza-inspired, non-GMO snack line co-founded by Dobrik and Ilya Fedorovich under The Original Doughbrik’s Snacks umbrella, in partnership with Tastemaker Food Co.’s Adam Cohen and Jerry Bello. Now officially available in all 115 IT’SUGAR locations across the U.S., the snack’s launch party was as bold as the flavors themselves.

A Star-Studded Snack Celebration

Photo by Getty Images/Kamil Krzaczynski 

Notable guests spotted at the event included Natalie Noel, Zane Hijazi, Dom Gabriel (Perfect Match), Blake Gray, Sofia Muse, King Bach, Neil Shibata, Shaina Hurley (Love is Blind), Christos Lardakis, Tetris Kelly, and Lexie Goldberg, among many others. DJ sets by DJ Oreo, Nate Wyatt, and BG Good kept the crowd moving until late into the night.

Attendees got to sample the full Wavers flavor lineup, Late Night Pizza, Extra Cheesy, Spicy Pickle, and Hot Honey, at interactive tasting stations. On the savory side, Doughbrik’s Pizza was topped with Wavers, and even Chicago-style hot dogs were upgraded with Spicy Pickle Wavers.

Guests also indulged in IT’SUGAR’s signature candy walls and themed cocktails crafted with Absolut Vodka, Jameson, Malibu RTDs, Código 1530 Tequila, Carbliss, Barbie and Warheads sodas, Holy Water mushroom elixirs, and Celsius energy drinks. Event access was powered by Rumor.

A Retail Milestone with Personality

Photo by Getty Images/Kamil Krzaczynski 

“Wavers isn’t just another snack, it’s meant to be fun, crave-worthy, and totally different,” said Dobrik. “Launching during Lolla and doing it here in Chicago with IT’SUGAR, where people can really experience the brand in a wild way, made perfect sense.”

IT’SUGAR President Ryan Nelson and Creative Director Lauren Balsamo were in attendance, along with key executives to mark the milestone. The event signaled a bold new retail chapter for the brand, which positions Wavers as a disruptor in the CPG snack space.