For a hot minute, Nike decided to use Goodby, Silverstein rather than w+k to create some new campaigns. I just happened to be the resident skater at the agency when that moment happened, and this assignment fell in my lap. I was given the task of launching the Nike brand into Skateboarding. To bring the monster to the party, if you will. It was the most terrifying moment in my career. If I did it badly, my skate friends would hate me; forever. A wrath infinately worse than that of my advertising friends. Luckily, we struck a nerve of truth that every skater knows all too well. It went on to win the Grand Prix at Cannes and a slot in the Clio Hall of Fame. When it would play on the jumbotron during the X-Games that year, all of the skaters would stop skating, watch and applaude. Phew. Monster welcomed.

JENKEM Skate Magazine’s 2021 Video Homage to the Campaign

This is the print that went along with the Nikes global launch into the skateboarding shoe industry.