Samsung has partnered with global creative network Iris and Skateboard GB to launch its new ‘First Flips’ campaign.

The new campaign, which aims to encourage more people to try skateboarding in the lead-up to the Paris 2024 Olympic Games is part of the technology giant’s ‘Drop in with Samsung’ platform, designed to boost awareness and consideration of the Galaxy Z Flip5 foldable phone among Gen Z in the UK.

As part of the campaign, Samsung and Skateboard GB are committed to funding skateboarding lessons across the UK after the Paris 2024 Olympics, it revealed.

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Running until early July, ‘First Flips’ will run across Instagram, TikTok and YouTube, featuring a range of influencers including Yung Filly, ArrDee, and Mia Regan, who are embarking on skateboarding journeys, each guided by seasoned coaches from Samsung’s Team Galaxy Skate talent.

Model and Creative Director Mia Regan will be coached by Stef Nurding, YouTuber Yung Filly by Ashley Mercer and Rapper ArrDee by Rianne Evans, respectively.

These coaches will help the influencers become skaters, capturing their progress on the Galaxy Z Flip5. Each participant will receive a personalised skateboard and a Galaxy Z Flip5 to document and share their skating progress.

Highlights, including their best tricks, biggest fails, and funniest moments, will be shared across Instagram, TikTok, and YouTube.

Samsung UK & Ireland Marketing and Omnichannel Director, Annika Bizon, said: “We are thrilled to launch ‘First Flips’ in partnership with Skateboard GB and Iris. This campaign not only showcases the innovative features of the Galaxy Z Flip5 but also supports the growth of skateboarding among Gen Z in the UK.”

She added: “Our goal is to create meaningful connections with Gen Z by tapping into their passions and interests. ‘First Flips’ represents Samsung’s commitment to innovation and our dedication to supporting emerging sports and cultural movements. We believe this campaign will resonate deeply with young consumers and build a lasting bond with our brand.”

Iris Head of PR & Partnerships, Rachel Byles, continued: “Our collaboration with Samsung and Skateboard GB demonstrates the perfect blend of sport, technology, and fun. Once again, we have stayed true to our strategy of tapping into areas of culture that are connected with skateboarding, to engage with a new ‘skate adjacent’ audience.

“‘First Flips’ is set to inspire and engage a new generation of skateboarders, highlighting the creativity and resilience of our content creators.”