In the summer 2013, we launched a teaser video to drum up anticipation. We then decided to eschew a mass media approach for endemic media communications to spread the word, once the app was released. Just like with the app, we wanted the communications approach to remain true to the grassroots skateboarding culture.

In October 2013, Nike SB was launched as an iOS mobile app. Shortly after launch, we held The Berrics event where 28 of the world’s best skaters came together for 24 hours to land the 616 tricks in the Trick Tree.

In the app’s first four months, skaters have uploaded more than 60,000 videos and played more than 10,000 games of S.K.A.T.E. on the tool.

During the launch event, 17,000 tweets were generated and 178,000 skaters watched the YouTube live broadcast.