The grit and the glamour
Turning Tyshawn into an adidas icon.
Services
Retail
Client
adidas
Real truth
01
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From humble beginnings in The Bronx, Tyshawn has become skateboarding’s “King of New York”.
From humble beginnings in The Bronx, Tyshawn has become skateboarding’s “King of New York”.
Bridging the gap between high-fashion and skate culture. We wanted to turn him into an icon.
Real connection
02
/ 03
To launch Tyshawn’s signature adidas collections, we brought his Luxury Grit ethos to the streets.
To launch Tyshawn’s signature adidas collections, we brought his Luxury Grit ethos to the streets.
Covering cities, from New York to Shanghai, with targeted OOH near skate parks and shops. Flyposters. Taxi ads. Trashcans. Bringing the editorial-style photography back down to Earth. The mix of glamour and grit continued with billboard-inspired store windows, grassroots skate events, and seedings kits. Giving the public a taste of the good life that felt distinctly New York. Distinctly Tyshawn.
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Drag
Real results
03
/ 03
370 key guests at our headline event
Smaller grassroots events in over 10 key cities globally
Over 200 seeding kits across both drops
First two colorways sold out instantly
