All Love No Hate, froSkate Nike SB Dunk
In August 2022, my skateboarding collective froSkate became the first Black Women collaboration with Nike SB to ever design a shoe. About a 2 year long process of designing and developing our brand/identity alongside a dunk was surely a challenge we accepted with grace. We had the pleasure of full creative control in concepting our shoe as well as our marketing materials.
Our theme was our motto: “All Love, No Hate” -- spreading our message of love and inclusivity for people and skaters of all skill levels, backgrounds and identities.
We created not only a shoe, but a short film, a photo campaign, produced 4 events surrounding the launch, and launched a capsule collection of clothing sold in 12 different skate shops across the U.S. and Canada.
Drop Weekend Events
We hosted 3 events during our release weekend in Chicago from August 12-14th 2022.
- Celebration dinner to froSkate community / drop team
- Pop-Up shop at Uprise Skateshop Chicago friends, family and community could come by to meet, show support and purchase our drop merch as well as get a ticket for a chance to win a purchase of our shoe.
- Skate jam event at Burnham Skatepark on the Southside of Chicago. A celebration with froSkate, Party Noire, Uprise, DGK, and Nike. With free food from local Black women businesses, Taylors Tacos and Lexington Betty's Smokehouse.
Designed custom friends and family packaging
Special contents included original froSkate hair pick, themed sticker pack, satin pillowcase and satin scarf
Each shoe exclusively labeled 1-200 with custom tongue tag designs
Our friends and family packaging offered a rare 1/1 version of 200 exclusive shoes and was accompanied by unique accessories tailored to our mission and theme. The “quick-strike” shoe launched globally and was a huge success selling out in all skate shops and online through the SNKRS app the day of its launch and is now on the feet of over 100,000 people across the world.
I lead this launch in works with the Nike SB team, SNKRS and of course my froSkate team, L Brew (Executive Assistant), Olivia Nguyen (Project Manager/Account Director), O.J. Hays (Merchandise Manager/Creative Assistant), Emma Orhun (Illustrator).
Learn more about our thinking behind the shoe