CALL IT A DAY
For the launch of the Nike SB Fall Collection, fine lines marketing was tasked with packaging the products into authentic, scene-appropriate editorial content in close cooperation with three core skate shops across Germany.
In autumn 2015, the skate shop teams of Arrow & Beast (Stuttgart) and Civilist (Berlin) met their cohorts at SHRN store in Munich to get geared up in pieces from the new Nike SB collection before hitting the streets to capture the final tricks of the year.
The editorial results were published in a special edition of PLACE magazine titled “Call it a Day.” In an authentic blend between core skateboard action portfolio and fashion look book, the high-quality mag presented the unique vibe of the skate crew meeting while positioning the products in an appropriate context. Through an elaborate strategy encompassing print, video, online content, premiere event, and social media, the project generated enormous reach and momentum, even far beyond the core skate community.
fine lines was responsible for:
x Idea & concept, planning, organization and execution
x PR & end-to-end planning and implementation of on-site media production in Munich
x On-site crew management
x Briefing and editorial cooperation on PLACE mag special edition
x Production of video clips
x Planning & implementation of social media campaign