Nike SB

Ruta Panamericana

Street Marketing

Mexico City

2014

Marketing

Context

We connected Latin America through skateboarding

Nike SB has proposed the most unlikely places to skate and has taken over streets, parks, and public spaces to install sophisticated skateparks. Among the most memorable feats are the 28th floor of the Torre Latinoamericana in Mexico City, a skatepark on trajineras in Xochimilco, a skate camp in a monastery, skating inside schools, and a skatepark in the Zócalo (Plaza de la Constitución).

As the world’s leading promoter of skateboarding, Nike SB has fostered the talent of the best skaters, turning them into brand ambassadors and thereby building the most important team of athletes worldwide.

Objective

To reclaim a public space once again and create a unique experience that brought athletes together with their followers, generating engagement through skateboarding.

Challenge

The athletes on the global Nike SB team are world-renowned stars, with a huge following in Latin America. Bringing them together for the first time would, in itself, be a memorable event for fans. So… why not use the team’s top stars to create a tour and present them in the most iconic locations across the five countries with the highest concentration of skate fans in Latin America?

The Idea

Thus, the Nike SB Pan-American Route was born: a showcase tour featuring Nike SB’s top global athletes that connects audiences in Argentina, Brazil, Peru, Mexico, and the USA (Los Angeles) along the Pan-American Highway (the only road that links the Americas from north to south, from Alaska to Argentina).

An experience that brings international talent back to the streets, uniting the region through a single language: skateboarding.

Ruta Panamericana