“In true Nike fashion the ambition for the brand energy center was high. The strategy, the build-out, the programming, product launches, and the creative execution had to be best-in-class, and Free Radicals exceeded all of our expectations and KPI’s.”

Jason Cohn
Brand Director

Most skateboarding footwear brands trade in trend, but we identified the opportunity for NikeSB to create a point of difference by trading on performance.  To prove to skateboarders that NikeSB shoes will help them skate better, we took a 6,500 Sq Ft. former DWP building in the DTLA, the mecca of Modern Skateboarding, and built a two-year brand  activation space to launch products, stoke-out retailers, and engage consumers.

Sixth and Mill was a place that the LA skateboarding community embraced and rallied around, no matter how or what you liked to skate or who your heroes were, you were welcome. This project sparked Free Radicals’ philosophy that it’s for more effective to serve than to sell–and we haven’t looked back.

NikeSB never shoved their shoes down anyone’s throats, instead we made the product available to try if and when the consumer was interested.

Sixth & Mill Street installation and exhibition, Los Angeles.

NikeSB launches and activations /

P-Rod 6 and 7 • Koston 2 • Project BA • Nike SB Dri-Fit • GoSkate Day • DamnAM • Nike SB + Levis • Project BA • Nike SB APP • Lunar OneShot

Programming: Retailer Nights • Wear Testing • Open Skates • Film Release Parties

Fuel.

Insight: Skate shoe brands were never genuinely focused on better performance; it was always about which brand had which athlete—all trying to out-cool  the other. This represented a massive opportunity for NikeSB  to step in and disrupt the category.

Spark.

The strategy was to do what  Nike Always does: lead with performance. Not only were NikeSB shoes designed to help consumers skate better, but NikeSB also offered specific product silos to help dial-in performance. Impact, Control, and Board-feel.

Fire.

Bring the performance of NikeSB footwear to life in the minds of consumers, athletes, and retailers. Nike SB “Sixth and Mill” was a two-year brand activation space in DTLA dedicated to launching products, retailer nights, wear testing, and athlete training. We designed, built, planned, and managed programming, partnerships, staffing, content, etc.

Connections.