The work was carried out with actual materials and proportions of a real skateboard ramp. Nike’s outdoor media changed the streets into skateboard parks, using bus shelter panels for skateboarders to practice: without saying a single word.

The action generated several spontaneous manifestations, such as repercussion in some specialised media, mouth to mouth among skateboarders and great feedback for the brand according to the professional skateboarders sponsored by Nike. And the best result was that many ramps eventually were worn out by excess use, proving the efficacy of the idea.