As former Creative Director for WSS, I was able to assign the retailer as a client at DNA Design Corp., cost effectivly and synergistically enhancing their brand awareness for the company's Van Nuys store grand opening. The introduction of the retailers first nike sb shop-in-shop created the perfect opportunity for us to work closely with WSS & Nike SB.


With a relatively non-existing budget, limited assets to leverage and time against us, we had to develop an in-depth understanding of market psychographics, forecasted demand, and potential barriers to entry. A lack of event data also meant a lack of event metrics.


By analyzing the appropriate mix of market entry options, we called on professional skateboarder and Nike sponsor, Theotis Beasley, to host the event. Conjointly, we strategically partnered with Stance socks to layer additional elements like the debut of Theotis' signature socks as free giveaways, amongst others. The assistance from KPWR-FM Power 106 not only elevate the brands identity from an cultural perspective, but put emphasis on the WSS brand point of differentiation.

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