I was retained to consult on strategy, development, athlete management, global communications and experiential activations for Levi’s as they entered into a new category and marketplace with their Skateboarding collection.
Rather than build a team of the most recognizable professional athletes in the sport, we elected a different path. Selecting individuals who exuded the same timeless style and give-back ethos that the brand embodies, athletes had to be actively engaged in the philanthropic campaigns that were brought to life worldwide.
More than half of the marketing budget allocated for the collection was spent on building skateparks for underserved communities all over the world. Each sponsored athlete participated in the building of each of these parks and supported community engagement in each region.