In mid 2008 the YuanTuo Collective was given an open brief and large budget to concept and produce a skateboarding event to celebrate their latest range of skate shoes to be launched throughout China.
Do believe the hype! Our three day activation will turn galleries into skateparks, international skaters into rock stars, transform local skaters into pros & showcase industry creatives as artists. This is not all about hype, Our real goad is to convert consumers into advocates. Do believe the hype!
The Adidas Pro Skate Team was an undeniable draw card for our core audience & our skateboard competition ensured that their peers would attend. But in order to gain farther reach we leveraged international & local artists working within the industry; photographers & video artists who create their media & illustrators who design the decks & publishers of boutique magazines.