-Nike SB-

Calaveras and Tricks

event

WE CELEBRATED A MEXICAN TRADITION THROUGH ATHLETIC EXPRESSION.

Activity
Skateboarding

Coverage
MEXICO CITY

Date
October 2016

Nike SB promotes a large amount of activities and events around skateboarding in hopes of linking each relevant aspect of Mexican culture to the sport. This year we celebrated one of the most traditional events: “Calaveras y Truquitos” (skulls and tricks). Day of the Dead framework was the perfect pretext to present the newest models of Nike SB Janoski Hyperfeel XT and Bruin Hyperfeel XT.

OBJETIVES –

To position the fall 2016 Nike SB models in the framework of a major Mexican tradition.

Challenge –

Putting a fresh concept on Day of the Dead in conjunction with the skate magazine Drop In. How could Nike SB revitalize and refresh this event with years on the scene?

The idea –

We took an inconspicuous underground location where we constructed ramps and crates creating a competition circuit. A monetary prize was awarded to the top three skaters wearing the new SB models with the best tricks.

This was the perfect excuse to try the new models, Janoski Hyperfeel XT and Bruin Hyperfeel XT.

HOW DID WE DO IT? –

We found the perfect headquarters in a spacious warehouse with two floors located in the center of the city in the Doctores neighborhood. We adapted it into a skate park with a mini quarter, bank a wallride, a floor crate and an inclined floor frame.

The contestants were offered a prize money of a more than 15,000 pesos in cash divided between the top three contestants with the best tricks.

The warehouse skate park was open for various days throughout the duration of Day of the Dead celebrations from October 30th to November 6th so that skaters in Mexico City could enjoy the space. The announcement was made through social media by Nike SB and Drop In magazine.

CONCEPT –

“Calaveras and Tricks”: a spaced set to celebrate Day of the Dead that would host skate competitions, costumes, exhibits and product trials.

«NIKE SB always promotes skateboarding with local traditions»

What were the results of the event?

Una gran asistencia

More than 600 skaters went to participate in “Calaveras y Truquitos”

Amplificación en redes sociales

We achieved 161,654 potential digital impacts by conjuring conversation.

Cobertura de Medios

We achieved significant coverage in more than 50 urban and skate culture media outlets.

Importarte ROI

We achieved an ROI in media of 1.5 million pesos and we created an annual concept in order to promote a Mexican tradition from a skateboarding angle.