“Free radicals brought the project to life in a way we never imagined. Not only did they alleviate the internal team by taking on a heavy lift in a short time frame, but they elevated every aspect of the strategy and creative. It’s been the best metrics for Vans Surf to date.”

Kevin Casillo
Global Brand Manager

Vans approached Free Radicals to work with pro surfer Mikey February to raise awareness for the African surf community through the Vans audience. We developed a robust strategy, creative platform, and distinct designs to promote and fund JuJu Surf, Mikey’s charity, that shines a light on African surf culture and showcases the next generation of talent from this underexposed continent.

A creative platform to promote and fund African surf culture /

The Juju Surf apparel line from Vans was just one way to bring interest and awareness to the program. This line facilitated an influx of revenue for the charity and marketing to further promote the African surf scene with the Vans audience.

Campaigns were heavily distributed across social channels, driving a shit-ton of engagement.

Mikey February was featured prominently in video-based content to showcase not only his talent but also the purpose and personality behind the Juju charity initiative.

We created further opportunities to design a specific footwear and apparel line for Mikey, helping him become one of the top ambassadors for Vans.

Sonic Souvenirs premier, presented by Vans.

Free Radicals produced and promoted the Sonic Souvenirs series featuring Michael February, presented by Vans. As an overarching theme throughout the series, music continues to play a pivotal role in Mikey’s life and his surfing.

Great movie. Good party.

Fuel.

Michael “Mikey” February is globally known for being one of the planet's most stylish and creative surfers. Still, his true passion lies in elevating African art, culture, and music and getting more black surfers in the water across the African continent–and globally.

Spark.

We developed a multi-phase strategy with Mikey and Vans that would captivate audiences through film, merchandise, and support of Mikey’s charitable organization to deliver on his vision.
 

Fire.

Vans Sonic Souvenirs was a music-led, visually stunning film series featuring surfers, artists, and musicians from surf-rich regions of Africa. JUJU is the brainchild of the February family and is supported by Vans and other partners through product collaboration.