Skate Copa Court

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.

Using the initial logo and type lock up designed by Tom O’Toole, we created systems for every aspect of the court tour. We created templates that can be easily replicated with options for local adaptations.

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Sub-City Logos

Banner System

Flyers and Social Assets

Seeding Kit

To leave a lasting presence in the local markets, branded seeded kits were created and passed out to attendees. The items themselves reflected the 90’s court theme with branded graphics for each city.

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Obstacle Graphics

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.

Blackbird Feature

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.

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Run of Show

Using my past experience as a skateboard instructor, I designed a series of interchangeable games that can be used in various events globally. The games are not intended to find out who the best skater is, but rather for everyone to enjoy no mater age or ability.

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New York City

To truly put our system to the test, we ran the first stop of the tour in New York City. This stop would set the stage for the rest of the tour and act as the prime example.

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Planning

Leading up to the event we had to take the system and apply it to a real court in Brooklyn. We determined the location, planned how to lay out the obstacles, and created the assets to bring the contest to life with the New York mentality.

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.

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Going Global

After the New York City stop, the tour went global with 13 stops lined up. Here is just a sample from London, Shanghi, Sidney, and Mexico City.

Exposure