CASE STUDY 06
CASE STUDY 01
CASE STUDY 06
The Challenge:
Columbus, Ohio had a deep and authentic roller skating culture, but no brand was actively capturing or protecting it. Post-COVID visibility brought outside commercial interest that risked reshaping the culture for capital gain rather than preservation. The challenge was to build a brand that could control the narrative, document the culture responsibly, and preserve its soul while remaining culturally rooted and enduring.
Stride Nation Coalition
Historic Achiever
Long Term
discovery:
Unclaimed Identity
client states “We need to capture us before somene else does”
Strategy:
The strategy focused on community-led positioning rather than traditional skate marketing. Stride Nation Coalition was designed to introduce Columbus skate culture to new audiences while preserving cultural integrity and elevating the city’s unique style of pearling, or striding.
Product creation functioned as a cultural bridge, not a commercial driver. Limited releases and aligned partnerships leveraged post-COVID interest in skating, using intentional visibility and authentic moments on social media to expand reach responsibly without exploiting the culture.
Execution:
Execution began with a complete brand build rooted in cultural symbolism. A flag was created to represent Columbus skate culture, using vibrant blue and orange to reference the iconic vintage orange rental wheel. Visual identity was treated as the most critical element of the brand, as capturing the audience required an immediate emotional and cultural connection through look, feel, and tone.
Partnerships were formed with intention rather than scale. While the audience spanned multiple generations of skaters, collaborators were selected based on shared values, cultural respect, and commitment to preservation rather than reach alone. Marketing campaigns were designed to support product launches and cultural storytelling, anchored by the creation of a dedicated social media presence that documented, highlighted, and elevated Columbus skate culture in real time.
