Turning Tyshawn into an adidas icon.

Real truth

From humble beginnings in The Bronx, Tyshawn has become skateboarding’s “King of New York”. Bridging the gap between high-fashion and skate culture. We wanted to turn him into an icon.

Real connection

To launch Tyshawn’s signature adidas collections, we brought his Luxury Grit ethos to the streets.

Covering cities, from New York to Shanghai, with targeted OOH near skate parks and shops. Flyposters. Taxi ads. Trashcans. Bringing the editorial-style photography back down to Earth. The mix of glamour and grit continued with billboard-inspired store windows, grassroots skate events, and seedings kits. Giving the public a taste of the good life that felt distinctly New York. Distinctly Tyshawn.

Real results