While working at Kamp Grizzly under Art Director Tom O’Toole, adidas Skateboarding tasked us with rebranding and revitalizing their world tour. adidas wanted to build off of their ownership of courts in skateboarding to create a grassroots, honest event for skaters around the world at their local turf. The branding drew inspiration from past adidas Skateboarding events, 90’s ATP tennis tours, and current skateboarding/design aesthetics.
Being a global tour, we had to create a system that could be easily produced for 12 major cities around the world. Each city had to reflect the global tour with the ability to adapt to the local markets. The toolkit achieves this by providing adaptable guidelines for everything from the smallest logo to the graphics that cover the court.
Flyers and Social Assets
We wanted to create a unique look for the obstacles and take advantage of the court aspect of this tour. We established guidelines stating obstacle colors are to match the court with the white court lines bleeding over onto the feature. To involve the local skateboard artist community, each market will select local artists to come in and paint a single-color, textural image on each obstacle.
Each stop will have one center feature, “The Blackbird Feature”, to raise brand awareness. It will be the biggest, most versatile feature and will be the focal point of the best trick. The feature should include a branded tennis net to tie back to the original court inspiration and provide a unique experience.
Skate Copa Court NYC
Banners were hung, DJ booths were set up, and skaters filled the space, bringing life to what was once a digital file on my computer. The event could be heard blocks away, skaters showed up and threw down, random New Yorkers walking down the street stopped to cheer, dance and have fun.