Nike SB
Launching a legend to
a broader audience.
Insight
For the launch of Eric Koston’s newest
signature shoe, the Koston 2, Nike SB
looked to create an integrated campaign
that celebrated legendary skateboarding
through the lens of Eric Koston. The
concept had to be authentic enough to
appeal to core skaters, and broad
enough to capture a larger audience
beyond skateboarding.
In skateboarding, much like a fish tale,
skaters tend to embellish the tricks that
were done at certain skate spots.
Over time those stories grow to legendary
status. Eric Koston’s 20+ year legendary
career, his great sense of humor both on
and off the board, and his reputation
as one of the most influential skaters of
all time, played right into our concept:
THE LEGEND GROWS.
Idea
Eric Koston is to skateboarding, what Tiger
Woods is to golf: A Legend. To help
position Koston as the Tiger Woods of
skateboarding, we called on Tiger Woods,
as well pro basketball player Kyrie Irving,
Olympic gold metal sprinter Alyson Felix,
Soccer pheenom Neymar, champion
snowboarder Danny Kass, and some of
Eric’s Nike SB teammates and friends to
tell their version of the ever expanding
Koston tale.
The launch spot and our campaign line
“THE LEGEND GROWS” then set the
tone for all other assets and campaign
extensions allowing for consistency
across all mediums worldwide.
Behind the scenes