Samsung Electronics UK has launched a campaign to support its partnership with Skateboard GB, the governing body for skateboarding in the UK. YouGov research, commissioned by Iris to inform the strategy, shows the growing popularity of skateboarding and skate culture among a GenZ audience in the UK. The long-term partnership represents a commitment from Samsung to British skateboarding across coaching, grassroots and elite pathways.

Kicking off with a launch event this morning in London’s BaySixty6 skate park, W10 London, the campaign brought together a team of influential, professional skateboarders and Skateboard GB to demo their skateboarding skills to an audience of young skateboarders from the local community, inviting them to ‘Drop In’ with Samsung on the day. The event was hosted by Marc Churchill, the sport’s best-known UK commentator. 

The creator-led campaign has been concepted and produced by Iris, alongside Samsung, from the ground up with the skateboarding community, and aims to empower a UK GenZ audience to have the guts to try skateboarding ahead of the Paris Olympics 2024.. 

Shot by passionate skateboarder and Director Jake Erland, the campaign film puts influential creators and audience participation at its heart. It brings together leading British talent and the most exciting skateboarders on the UK scene, including World Champion, Sky Brown who said: “One thing I love even more than skateboarding, is seeing others try it and love it for themselves! You have to have the right attitude, and never give up – it’s all about having guts. I can feel people in the UK getting behind our sport and I cant wait to see where we can take it together.” Skateboarders Jordan Thackeray, Stefani Nurding, Rianne Evans, Ashley Mercer and Alex DeCunha will all be taking part and capturing their content using Samsung’s  Galaxy Z Flip5 phone.

Subsequent TikTok challenges set by Sky Brown encourage a GenZ audience to participate in the sport in different ways, for the chance to win the latest Samsung tech and skateboarding merchandise. Social-first content demonstrates how to best capture skateboarding content on the Z Flip5, and longer-form content appeals to a wider audience by exploring the culture surrounding skateboarding, including faces such as Chloe Kelly and Mia Regan. The campaign is running now across Instagram, TikTok and YouTube until December.

“We’re absolutely delighted to be partnering with Samsung, as they look to support us in developing and growing skateboarding throughout the UK,” said Skateboard GB CEO, James Hope-Gill. “Both organisations aim to inspire and nurture skaters in amazing skateable spaces across the country and this partnership is a key part of facilitating our desire to provide skaters the opportunity to ‘Skate More, Skate Better’ from grassroots skateboarding through to the Olympics.”