I led the launch of a new adidas Skateboarding franchise, the Tekkira Cup – a modern tech, cup‑sole silhouette with a late‑90s court aesthetic. To bring this campaign to life, we built a dual‑track creative approach: lo‑fi, rider‑generated content published through the skate teams’ own social channels to anchor cultural credibility, paired with a distinct but unified Look & Feel across brand channels to drive a cohesive global narrative. The result was a franchise introduction that felt authentic to skate culture while delivering a scalable, brand‑led storytelling system. For activation this we created a scalable system for local shops to lead video contests, resulting local representation for the duration of the launch season while they worked on filming their local shop edits.