The challenge facing the Lifestyle area team was getting more than 40 women and young women who would have never skated before to do exactly that—getting involved with skateboarding at the hand of Vans. In addition to this, we also aimed to make noise about the event in the media and help grow the local community of female skaters, all the while strengthening the brand’s credibility.
Vans’ Girls Skate Night brought together more than 80 women around this soon-to-be Olympic sport; almost 60 million people were reached through the media and the initiative was well-received by Barcelona’s female skater community.
"LLYC's work in the development of the concept and its execution have been key to the implementation success of this global brand campaign.”
Vans Head of Marketing