Welcome to BerLAin – following the global launch of the Nike SB ‘The Shane’, we brought a piece of Los Angeles right to Berlin. We achieved this by taking the main motive of the SP20 campaign – Shane O’Neill’s home spot, the 7th street elementary school – and reconstructed it as a scaled photo booth in the Nike SB Shelter. As part of an exclusive event, both the who-is-who of the local Berlin skateboard community as well as retailers and invited guests had the chance to test the new product and have their photos taken as a souvenir. The gates then opened for the wider public to host a best-trick session and screen Shane O’Neill’s newest part even before its global release.
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