Samsung has successfully built on its long-standing partnership with Skateboard GB, with an experiential campaign from Iris. 

Highlighting the power of collaboration, Samsung teamed up with EE to invest in helping to improve the accessibility of skateboarding across the UK.

Building on the ‘Never Stop Growing’ platform, Samsung, Skateboard GB and EE are investing in extended opening hours at ten skateparks across the UK. The initiative includes funding for events, product experiences, and skate jams. The experiential activations are built not just for a one off flash of brand awareness, but with a long-term vision to empower the personal growth of the next generation of skaters with greater park access, enhanced connectivity, and the tools to capture and share their progress.

Samsung and EE launched a  ‘Drop in with Samsung 25-Hour Skatepark,’ supported by EE at London's  BaySixty6 skate park in March. The immersive event, which promoted the Galaxy S25 Ultra, featured a day-and-night tribute to all elements of skateboarding culture, from music performances to pro skating talent demos and hands-on content creation. 

“Off the back of the incredible work we’ve done with Skateboard GB, we are incredibly excited to deepen our commitment to creating skateboarding opportunities for young people in the UK by welcoming EE to this journey,” said Annika Bizon, VP of Product and Marketing, Mobile Experience, UK & Ireland at Samsung.

She continued: “Unlike traditional sports pathways where talent is often identified through schools or sports clubs, skateboarding talent seen on the Olympic stage has often emerged through less traditional pathways, like social media. This reflects the unique nature of the sport, where skaters showcase their skills and creativity online.

This recent activity builds on the foundation laid by Samsung’s support, which includes funding for coaching opportunities, elite athlete development, and maintaining facilities.

“We are delighted to see this partnership expand with the inclusion of EE. This collaboration strengthens our ability to ‘Skate More, Skate Better’ and provides even greater support for skaters at all levels,” says James Hope-Gill, CEO at Skateboard GB.

He continued: “Crucially, we recognise that currently, opportunities to skate may be limited by skate park accessibility and opening hours. This partnership directly addresses these challenges. By encouraging skate parks  to have extended opening hours, enhanced connectivity, and more frequent events, we will make skateboarding significantly more accessible for the next generation.”

As Samsung’s strategic and creative partner in skateboarding, Iris London developed the 25-hour Skatepark and is leading the campaign’s creative execution, event production, and partnership with Skateboard GB. A successful fusion of sport, culture and technology, married with the authentic connection that comes with playing the long game.