Dime Glory Challenge presented by Vans




The partnership with Dime exemplified the power of collaborating with a preeminent community leader to create an immersive weekend celebrating skate culture. From launching a new product capsule to hosting the highly-anticipated Dime Glory Challenge and Dime Street Challenge presented by Vans, this comprehensive event marked one of the first major post-pandemic skate gatherings - a true family reunion drawing elite pros and passionate fans alike.

My role spanned overarching management of the 18-month Dime partnership, including event project oversight, budget allocation, contract negotiations, and cross-functional coordination with product, local marketing, and communications teams. Despite myriad challenges, the meticulous strategic planning culminated in an incredibly successful event that drove significant brand energy and cultural resonance.

The authentic integration extended beyond the live experience, as content captured at the DGC earned millions of views and countless shares across social media. This organic amplification demonstrated the power of hosting an inclusive event steeped in skate heritage.

Through fostering a symbiotic relationship with one of skateboarding's most influential voices, the Dime partnership elevated Vans' credibility among core communities while expanding cultural relevance. This multi-faceted initiative epitomized impactful marketing rooted in heritage, community immersion, and celebrated personalities - a benchmark for driving brand affinity.

KEY TACTICS
  • Uplift and execute the vision of an influential cultural think-tank 
  • Inclusion of product launch moments
  • Media engagement

CORE RESPONSIBILITIES
  • Partnership management
  • Project management
  • Athlete strategy and management 
LEARNINGS
  • Delivering an authentic skate celebration that expanded cultural resonance among core and wider audiences drives the success of partnerships and products