YES I SHRED
Creative Strategy and Campaign Layout
Looking to stay relevant, in the face of constant global expansion, Volcom wants to remind consumers that the brand remains true to the board sport lifestyle.
INSIGHT
COVID-19 lockdown allowed both old and new to develop a renewed interest in the sport, and the addition of skateboarding as an official category in the 2020 Olympics has created less stigma around the sport.
While predominantly male, women are not new to the sport, and have been around since it was invented. Although brands are slowly seeing their rise in visibility, they still are not being equally represented from the skatepark to the X games. With a renewed interest from the Olympics and COVID-19 lockdown girls are now ushering in a skateboarding revival.
IDEA
Shine a light on the ones who have been knocked down and out of the community only to come back stronger and tighter than ever. The ones who, despite every opposition, do what they love and do it for themselves. These are the next generation of skaters, and they won’t just do it because people tell them they can’t, they’ll do it because they can.
OOH and Teasing Social Posts
Yes, I do shred.
Skater girls can and do look like anything they want. Breaking stereotype after stereotype these women crush it every single day, all on their own, in their own way. And most importantly, yes, they belong here.
They’re simple
They’re feminine
They’re tough
They’re authentic
They shred
She’s not a Betty, but a skater.
Instagram Posts
Meet the girls
These badass babes are the real deal, and there’s groups of female skaters around the world that deserve recognition.
So, meet the girls who have inspired the next generation of skaters all introduced on our Instagram page.
Spotify Partnership
The Betty’s Podcast
“The Bettys” podcast centers around six girls. Each is a founding member or core member of a female skateboarding collectives. Here they’ll tell their personal, individual stories and experiences in skateboarding:
What inspired them to skate or get involved in the sport
What they love about it and the community
How they got involved
How they feel the sport is changing with more women and girls being inspired to pick up a board
Additionally, a curated playlist will be available for listeners, because some things you just can’t say with words.
Full presentation here.