-NIKE SB-

BLOW THE ROOF

creativity

SKATE MORE THAN

118 meters

high

Activity
Skateboard

Coverage
MEXICO CDMX

Date
May 2015

We selected the heliport of one of the most emblematic buildings in CDMX, that had the best view of any building in the city. In an area of just over 280 square meters, we installed the highest skatepark in the world, which also had a Skate Bar, an exhibition area, and press area.

It was time to create something that no one ever imagined and that no other brand could replicate.

OBJETIVES –

We had to create a skatepark in an unusual place and where no brand had gone before, a space where in addition to providing a memorable experience, attendees could be introduced to and test Nike SB’s new model, FREE.

Challenge –

Nike SB has been characterized for creating experiences that no one else has managed to recreate in Mexico by installing skateparks in places out of the ordinary, so we decided to capitalize on that reputation to create an extraordinary experience; an event which alone generated a huge buzz among the target market.

The idea –

There was no other way, we had to surpass all the experiences made by the brand so far, so we decided to go all the way up and get as high as possible: a HELIPORT.

That would be the highest skatepark on the planet, called BLOW THE ROOF.

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How did we do it? –

We invited all the skaters to participate in the following way:

  1. Uploading their best tricks to the Nike SB app
  2. Sharing their demo on Nike SB social media 

A jury composed of athletes recognized by the brand evaluated demos and selected 150 of the best skaters, who were exclusively chosen to skate on the heights and test the new model of Nike SB FREE.

CONCEPT –

We decided to create a unique, extreme experience that would challenge the most passionate young skaters in the city. An experience where they were one with their board, could release their mind and perform their best tricks. BLOW THE ROOF.

“You, your skateboard, and the city at your feet.”

What were the results of the event?

18,776 skaters participated

150 skaters were selected as exclusive guests to live a unique experience.

Amplification in social media

It generated 1,580,000 impacts on social media with photos and 100% positive posts.

165,000 USD in ROI in media

More than 80 different media publication reviewed the event (TV, radio, press, blogs and specialized media)

Increased downloads and product trial

The Nike SB app increased its download by 19% during the invitation process. More than 9,000 people tried Nike SB products in stores, converting 34% of that trial to sale.