OBJECTIVE
To establish the non-profit entity, the Rob Dyrdek/DC Shoes Skate Plaza Foundation and then publicize it.
STRATEGIES
Use the well-established notoriety of Rob Dyrdek and DC Shoes to enhance the image of both and further their brands as industry icons. Focus story angles on the increasing popularity of skateboarding. Create architectural renderings of Dyrdek’s skate plaza as visual assets for garnering media placements. Position Dyrdek and DC Shoes as leading advocates for the survival of ‘street skating.’
RESULTS
After establishing the Rob Dyrdek / DC Shoes Skate Plaza Foundation, we garnered significant local, regional and national media placements to build the brand. Highlights of the campaign were a cover story in 944 Magazine, a two-page photo feature in USA Today, Reader’s Digest, front-page features in local daily newspapers and national skateboarding publications.
