For the launch of Nike SB’s HO15 collection, we invited Germany’s three most important core skate shops – Civilist, SHRN and Arrow & Beast – to the city of Munich. The story created an effective combination of collection look book and appealing story content. It follows the three skate crews meeting up on the last warm day of the year to shred around the city. The collection’s winter-specific products (e.g. jackets) help the riders brave the elements during the session.
With winter approaching rapidly, skateboarders in Germany are more than willing to push their limits in an outdoor session one last time. Many of them need to wrap up the year’s video projects and get a few hammers in before the weather shifts and outdoor skate season is over. The last clip in many skate videos is often filmed the day right before the final deadline. This situation marked the starting point for our ‘Call it a Day’ story.
The Call it a Day look book was available for free as a Place Magazine Special Issue at core skate shops and hot skate spots across Germany. The campaign video premiered at the three participating skate shops on the same night, and later published across international online and social media channels to an overwhelmingly positive response.
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