With the 2017 edition of the Benchmark Contest in Berlin, we connected Nike SB to one of the most time-honored grassroots event concepts in the European skateboarding scene. The roots of the Benchmark Contest go back to Paris, France, where local core skate shop Nozbone has been engaging its local community around the event since 2007. For the contest, an existing street spot with benches – thus the name “Benchmark Contest” – receives an update with mobile skate obstacles for one day. By hosting the competition in Berlin, a piece of French skateboard culture was successfully exported to Germany while creating a platform for the cultural exchange between two of the world’s most vibrant skateboard hotbeds. Plus, the contest also mobilized energy surrounding the launch of Nike SB’s FA17 collection.
Berlin looked a lot like Paris for the campaign, especially since the viral event teaser article by our media partner, Place Magazine, updated the cityscape with characters, architecture, and music from the French capital. The media content also served as a sneak peek tool for key pieces of Nike SB’s FA17 collection.
Paris and Berlin, two languages, online and offline – in the streets and in the (digital) feeds, at skate spots and skate shops.
By organizing and implementing a number of cultural side events in Berlin and Paris in cooperation with participating partner retailers and Aloud Agency, we created true momentum in the skateboard community – both digital and in real life. A total of five events attracted more than 3,000 guests.
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