Zach Sheats
Grassroots Marketing
Grassroots activations are essential for sustaining existing consumer passion while attracting new audiences - both those unfamiliar with the brand's principles and those already acquainted but not fully engaged. These community-centric events enable brands to show meaningful support, integrate authentically, and gather invaluable insights directly from their core audiences.
My role in orchestrating grassroots initiatives has spanned partnered events benefiting local communities, summer tours connecting with key retailers, and platforms cultivating the next generation of pro skaters. Developing these activations in collaboration with communities has fostered rewarding relationships with up-and-coming talent, retailers, brands, and non-profits - connections often evolving into larger-scale partnerships.
Strategically managing calendars, budgets, and cross-functional execution, I've worked alongside media partners to amplify compelling narratives surrounding these events. Identifying the right grassroots opportunities worthy of investment and scalability has been paramount.
Through these community-driven efforts, I've been able to facilitate impactful initiatives like reinvigorating skateparks, building safer skate havens, and introducing at-risk youth to skateboarding's transformative culture. These hyperlocal activations have strengthened brand affinity among devoted fans while expanding the consumer base.
Grassroots marketing epitomizes authentic community integration - it's where brands can make a tangible difference while gaining irreplaceable connections and cultural currency. My portfolio showcases how I've leveraged this high-touch approach to drive meaningful impact, from nurturing emerging talent to catalyzing social progress through skateboarding.
- Develop plans in partnership with commercial teams that nurture needs of retailers and thier surronding communities
- Build supporting content to sustain energy and efforts
- Project strategy and execution
- Athlete management and integration
- Vans Pro Skate tour - Summer 2017
- Thrasher Death Match presented by Vans - Austin, TX March 2018, March 2019
- Thrasher Death Match presented by Vans - NYC, NY October 2018, October 2019
- PHXAM - 2017, 2018, 2019, 2022
- Anti-Hero Lower-Bobs Invitational presented by Vans 2019, 2022
- Vans x FA Tompkins square jam 2022, 2023
- Vans Impact Tour - Summer 2023