WILDFANG
Joy Ride
Skate culture is creative. It’s DIY. It’s communal. At least, it is for those who fit the image of a traditional skater.
This campaign took to the streets in an effort to genderblend a traditionally masc space; to challenge norms, celebrate diversity, and encourage participation by anyone willing to get behind the wheel(s).
Joy Ride plays on 3 elements unexpected in the skate scene: non-men—on all kinds of wheels—in hot pink suits.
Homepage header
Mobile banner
Collection page block
Retail window
Landing page copy
Paid social ad
The tactics:
7 skaters
10 influencers
1-day shoot in the LA River
The results:
+76% net sales YoY
+47% new acquisition YoY
6% engagement
project management • copy • content direction • production
