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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Why Old Navy Celebrated Spring With Skateboarding

The retailer introduced its new marketing campaign with a playful ode to skater culture.

Michele Laufik
April 5, 2017

To promote its new “Hi, Fashion” campaign, Old Navy brought its latest commercial to life with a fresh, feminine skate-park setting at West Edge in New York on March 28.

The brand’s most recent broadcast advertisement “features a group of pro female skateboarders shredding up the city streets while rocking beautiful spring dresses. We wanted to bring the spot to life in a physical environment and showcase our dress collection,” explained Julie Luker, Old Navy’s PR and digital engagement director.

Geared towards fashion influencers, editors, producers, and stylists, the morning event, which was produced by creative agency MKG, featured the brand’s new “Greenhouse Charm” spring collection, along with hands-on activities that invited guests to decorate skateboards, make flower crowns, and create custom tea blends. Plus, pro skateboarder and artist Mimi Knoop was on site, teaching some freewheeling tricks and creating lots of shareable moments for the attendees.

“We're conceiving of our events as stages for content creation, so we are not only thinking about wowing the attendees but also sharing the experience beyond the guest list,” Luker said. “We partnered with PopSugar and a number of influencers to bring the event to life for both their fans and ours.”

The Gap Inc.-owned chain recently introduced the new creative campaign, which is led by the brand’s new C.M.O., Jamie Gersch. “The 'Hi, Fashion' campaign is all about bucking convention—breaking the rules and looking great while doing it. Wearing dresses to skateboard is a great expression of that spirit, and you'll see the philosophy carry over into everything we do,” Luker said.

A photo backdrop spelled out “Hi!” with skater wheels in pink, orange, and white.
A photo backdrop spelled out “Hi!” with skater wheels in pink, orange, and white.
Photo: Roger Kisby
Earlier in March, Old Navy kicked off its campaign in Brooklyn with a mural that was hand-painted by artist Kelsey Montague. A version of the street art greeted guests at the West Edge event.
Earlier in March, Old Navy kicked off its campaign in Brooklyn with a mural that was hand-painted by artist Kelsey Montague. A version of the street art greeted guests at the West Edge event.
Photo: Roger Kisby
The event showcased the brand’s new “Greenhouse Charm” spring dresses.
The event showcased the brand’s new “Greenhouse Charm” spring dresses.
Photo: Roger Kisby
For the event, Old Navy wanted to bring to life its latest TV spot, which features pro female skateboarders in its spring dresses.
For the event, Old Navy wanted to bring to life its latest TV spot, which features pro female skateboarders in its spring dresses.
Photo: Roger Kisby
“Wearing dresses to skateboard is a great expression of that spirit, and you'll see the philosophy carry over into everything we do,” said Julie Luker, Old Navy’s PR and digital engagement director.
“Wearing dresses to skateboard is a great expression of that spirit, and you'll see the philosophy carry over into everything we do,” said Julie Luker, Old Navy’s PR and digital engagement director.
Photo: Roger Kisby
Playful elements of skateboard culture such as floral-decorated skate ramps, helmets, and backpacks filled the space.
Playful elements of skateboard culture such as floral-decorated skate ramps, helmets, and backpacks filled the space.
Photo: Roger Kisby
Helmets and sneakers were provided so attendees could test out their skateboarding skills.
Helmets and sneakers were provided so attendees could test out their skateboarding skills.
Photo: Roger Kisby
At the D.I.Y. skateboard station guests could choose to design their own tray or coat rack using a selection of funky printed skateboard decks.
At the D.I.Y. skateboard station guests could choose to design their own tray or coat rack using a selection of funky printed skateboard decks.
Photo: Roger Kisby
Bright and colorful floral crowns from Crowns by Christy complemented the dress collection and added contrast to the skater vibe.
Bright and colorful floral crowns from Crowns by Christy complemented the dress collection and added contrast to the skater vibe.
Photo: Roger Kisby
Guests could make their own custom blends of tea while nibbling on breakfast treats like artisanal pop tarts and mini sandwiches.
Guests could make their own custom blends of tea while nibbling on breakfast treats like artisanal pop tarts and mini sandwiches.
Photo: Roger Kisby
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