Lil Wayne is the leading face for a new skater inspired clothing line. Problem is, Wayne is only nominally accepted by the community as a skateboarder.
We had to increase awareness amongst skaters as well as a broader audience of non-skaters that are attracted and influenced by skater lifestyle.
PRINT/OOH
The featured talent are the new underground talent, the "next big thing" in sports, music and culture.
SKATETRUK
Inspired by the giant speaker floats of the West Indian Day Parades around the globe, Skatetruk would travel to key events allowing lucky local skaters to represent for their clique. Speakers would be built into the ramps creating a barrage of sight and sound.
KICKFLIP INTERACTIVE POSTER
See a poster, take a pic, send to #trukdawurl. You might win a prize.
TRUKFIT FASHION SHOW CONCEPTS
Not the traditional runway, it was designed to be an "event" featuring the latest technology and data capture.
POP-UP SKATEPARK
MACY'S HARD SHOP
INSTAGRAM PHOTO BOOTH
At every event, we created a photo booth where attendees wore Trukfit and a chance to be a model on the official Trukfit.com site.