Skate culture is about more than just skateboarding. It’s where creativity, style, music, and community collide. With skaters always looking for new spaces to come together, Converse looked to increase brand presence and create brand love with a skate experience that celebrated music, style, and community like never before.
So, we set about creating an immersive indoor skate park where skaters could create music through skateboarding. Working with local fabricators in the skate community, we created skate ramps fitted with motions sensors that triggered unique sounds when skated on. Partnering with local skate DJ Loukeman, we worked together to create a unique sound environment and curate the sounds of the ramps to inspire movement through music.
As skaters moved through the space, they triggered sounds that complimented our DJ’s original mix, inspiring their style through sound, and creating a constantly evolving soundscape.
When we finally opened our doors on Dundas Street West, Toronto’s skate hub, we were met with overwhelming support. By working so closely with the skate community, we designed an experience that was both authentic and unique.
Although the activation was only live for one weekend, throughout the entire program we garnered 15 million+ impressions and 3,400+ engagements on social, with 2.5 million+ in organic social reach.
After the launch, all the skate ramps were donated to skate parks in Toronto to bring more skate to the city and bring more skaters together.