Tyshawn Jones is one of the biggest names in skateboarding. But we wanted to turn him into a household name. The launch of his first signature collection aimed to do just that.

From retail toolkits and seeding kits, to events and activations, we created a campaign that was distinctly Tyshawn. Subway tiles and trash cans sat alongside luxury leather goods in key skate specialty stores and in seeding kits. The raw and real streets juxtaposed against the glamour and glitz of the good life.

To launch the most talked about skate shoe of 2019, we also held an event that mirrored this hype. A party for NYC’s key tastemakers and Tyshawn’s closest friends. Our Keep ___ Clean activations across the world kept the hype going. Bringing the DIY, grassroots aesthetic to our Key Cities with skateboarding jam sessions.