DATE: Spring/Summer 2019
PROJECT: Zumiez Best Foot Forward 2019
ROLE: As Art Director, I was responsible for concepting the theme, scouting venues, and directing all creative including marketing material, video content, and onsite signage and branding.
ROLE: As Art Director, I was responsible for concepting the theme, scouting venues, and directing all creative including marketing material, video content, and onsite signage and branding.
Zumiez Best Foot Forward is a grassroots style amateur skate contest series consisting of 40 stops that span across the US, Canada and Europe. The tour culminates in an annual finals contest that has helped launch the careers of many of today’s top professional skateboarders. In 2019, we collaborated with 17 sponsor brands and connected them with 1800 skaters and 4200 spectators in their local communities from April to August.
THEME / MOODBOARD
NATIONAL PROMOTION
• Zumiez.com takeover, homepage banners, sponsor brand page banners, and skate shopfront banners
• Paid ads, Zumiez social stories and posts, and Zumiez emails
• External site ZumiezBestFootForward.com to host signup functionality, tour schedule, brand sponsors, and promo video content
• Signage in 670 international stores including fitting room door wraps, point of purchase,18x24 posters, 14x11s, and holographic sticker flyers
• Full page ad in Thrasher Magazine and Thrasher Magazine website takeover
• 3 full-length Youtube videos showcasing tour skate content, plus 12 second Instagram and Facebook teaser videos
TOUR BRANDING
• Tour Van Wrap
• Tent, table wrap, and mesh banners
• Skate ramp decals and ramp tape
• Promo product including custom enamel pins and skate tools
• Winner trophies
REGIONAL PROMOTION
For localized promotion, all 12 markets had their own unique colorway to differentiate the distinct geographical regions and corresponding brand sponsors.
• Localized signage in 660 Zumiez stores including 60"x24" hanging banners and 14"x11" framed signs
• Street team marketing including 11"x17" posters and quarter page flyers (localized store employees posted this signage around their communities, emphasizing the grassroots look and feel)
• Sponsor brand page banners on Zumiez.com, geo-targeted emails, geo-targeted social ads, social stories and posts, snapchat filters
• Social stories and posts on sponsor brand's channels
THE FINAL EVENT - Dallas, TX
• Custom vintage viewmaster invitation for finalist athletes and sponsor brands
• Promotional material included fitting room door wraps in 670 international stores, email marketing, banners on Zumiez.com, and paid ads
• Onsite signage included course decals, ramp tape, mesh banners, stage banners, directional A-frames, schedule banners, and 35 flags featuring 35 finalists' names
• Promo product included koozies, enamel pins, and a penny press machine featuring 4 different custom penny press designs
• I hired a Dallas artist, Drigo, to paint the Finals skate course. As a Zumiez customer and fan, Drigo had previously won a Zumiez art contest in 2016. His work embodied a style that fit perfectly with our State of the Art look and feel, so I hired him to paint the Finals course in 2019. Since then, Drigo has gone on to be a very prolific muralist in the Dallas area.
• Video content included social stories & posts, Event Recap on Youtube, and Artist Spotlight video on Youtube
