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Nike SB
Blow The Roof
Skateboard
Mexico City
2015
Creativity, Marketing
Context
Skate more than 118 metres above the ground
We selected the helipad of one of Mexico City’s most iconic buildings, with the best view of the city. In just over 280 square metres, we built the highest skatepark on the planet, which also featured a Skate Bar, an exhibition area, and a press area.
It was time to create something no one had ever imagined and that no other brand could replicate.
Objective
We had to create a skatepark in an unusual location where no brand had ever been before. A space where, in addition to enjoying a memorable experience, attendees could discover and try on the new Nike SB Free model.
Challenge
Nike SB has been known for creating experiences that no one else has managed to recreate in Mexico by installing skateparks in out-of-the-ordinary locations, so we decided to leverage that reputation to create an extraordinary experience—an event that would, on its own, generate huge anticipation among the target audience.
The Idea
There was no other way. We had to surpass every experience the brand had delivered to date, so we chose to go as high as possible: a helipad.
There, we built the highest and most extreme skatepark on the planet and called it Blow the Roof.
You, your skateboard, and the city at your feet.
