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Nike
Templo Mayor
Street Marketing
Mexico City
2014
Creativity, Marketing
Context
The temple of skateboarding in Mexico
Mexico is a country that does not regard skateboarding as a professional sport, so there are no venues with an optimal level of quality for practising this discipline. For this reason, those who want to skate—and the brands looking to promote themselves—must resort to pop-up skateparks that are fleeting, as they last only a few days or even just hours.
By 2013, Nike SB had done it all: it created a skatepark more than 200 metres above ground in Mexico City’s Torre Latinoamericana, organised an event to celebrate the dead in the mystical town of Xochimilco, and set up a pop-up park in the Zócalo, the most important public square in the city and the country.
It was time to go further. Our challenge: to do something that would stand the test of time.
Objective
This was the moment to back a different proposal for everyone, including athletes, fans, and the general public. We wanted to create something lasting that would become sports infrastructure and an exclusive space for skaters. This is how the mission emerged: to create the only permanent skatepark in Mexico with international certification.
Challenge
How could we do something relevant that was not just a huge investment? It had to be meaningful to the public, reflect the brand’s commitment to society, and, conceptually, serve as the national home of skateboarding: the true temple of skateboarding.
The Idea
To build a sporting legacy for the brand, as a lasting contribution to the skater community.
The first skatepark with international Street League certification in Latin America.
