Zach Sheats
Showdown
Skateboarding's introduction to the Olympics created a void for events celebrating the fun, culturally-rooted essence of the sport. The challenge was crafting a brand experience that spoke to skateboarding's vibrant culture while entertaining over 400,000 action sports fans at the US Open of Surfing - a concept initially met with internal skepticism for its non-traditional, community based approach.
I conceptualized and executed a contest platform inspired by iconic formats but reimagined through a contemporary lens. Collaborating with influential endemic brands like Quasi, Baker, Palace, Hockey, and Spitfire, we curated an inclusive invite list spanning Olympians to community leaders, with gender-equal prize purses judged by a peer panel.
Moving beyond podium placements, this event defined what makes skateboarding unique - an immersive celebration of creativity, style, and self-expression. The experience became a powerful representation of the sport's evolution, resonating with core audiences.
The contest's scalable format has since expanded globally, with successful activations in Europe and Asia, paving the way for future boundary-pushing events that capture skateboarding's irreverent spirit.
Through innovative direction transcending traditional competition, I delivered a distinctive brand experience that authentically embodied skateboarding's roots while evolving the culture forward. This impactful platform strengthened consumer connections by honoring the sport's essence with a fresh perspective.
- Identify endemic brands to partner with based on cultural impact
- Focus on creating cultural moment celebrated by core consumers
- Media engagement
- Project strategy and execution
- Creative briefing
- Brand and athlete hospitality
- Tentpole brand events organically showcase product purpose and amplify brand integrity to widening audiences