“In true Nike fashion the ambition for the brand energy center was high. The strategy, the build-out, the programming, product launches, and the creative execution had to be best-in-class, and Free Radicals exceeded all of our expectations and KPI’s.”

Jason Cohn
Brand Director

Nike SB logo in black with stylized text and swoosh.
Close-up of a skateboard with a black deck featuring a white Nike SB logo, showing the wheels and trucks, with visible wear and scratches.

Most skateboarding footwear brands trade in trend, but we identified the opportunity for NikeSB to create a point of difference by trading on performance. 
To prove to skateboarders that NikeSB shoes will help them skate better, we took a 6,500 Sq Ft. former DWP building in the DTLA, the mecca of Modern Skateboarding, and built a two-year brand 
activation space to launch products, stoke-out retailers, and engage consumers.

A black background with white, bold, capitalized text reading "Celebrating Skateboard Culture and Authentic Brand Stories."
Group of teenage skateboarders and spectators at an indoor skateboarding event, all wearing white T-shirts with red text that says "Skate Every Damn Day." Some skateboarders hold their skateboards, waiting on stage, while others are gathered in the background.
Black and white illustration of a samurai wearing traditional armor, holding a sword in rear position, standing in profile.

Sixth and Mill was a place that the LA skateboarding community embraced and rallied around, no matter how or what you liked to skate or who your heroes were, you were welcome. This project sparked Free Radicals’ philosophy that it’s for more effective to serve than to sell–and we haven’t looked back.

NikeSB never shoved their shoes down anyone’s throats, instead we made the product available to try if and when the consumer was interested.

Sign with S&M logo, located at E. Sixth & Mill Street in Los Angeles, with a brick wall background and a Nike swoosh logo.
Nighttime street scene with a building illuminated in purple and red lights, a group of people waiting outside, streetlights, and a lit billboard in the background.
A man smiling, wearing a black polo shirt with white piping and a gray cap, in a setting with exposed brick walls and wooden ceiling beams, lit with pink and purple lighting.
A collage of four images showing different indoor spaces: an industrial-style loft with a high, exposed brick ceiling and a circular glass room, a wall with framed pictures and a large sign that reads 'S&M E. Sixth & Mill St. Los Angeles', a black and white photo of people walking in a gallery or museum, and a space with people gathered, looking at displays or exhibits.

Sixth & Mill Street installation and exhibition, Los Angeles.

Group of teenagers at a skate park near a large Nike SB sign on a brick wall.

Nike SB launches and activations.

P-Rod 6 and 7 • Koston 2 • Project BA • Nike SB Dri-Fit • GoSkate Day • DamnAM • Nike SB + Levis • Project BA • Nike SB APP • Lunar OneShot

Programming: Retailer Nights • Wear Testing • Open Skates • Film Release Parties

Display in a retail store with shoes on white shelves, headphones hanging, and an informational poster on the wall illuminated with pink lighting.
Bold white text on a black background that reads "LAUNCHES."
A man in a gray T-shirt and a blue cap at an interactive photo installation with a collage of images related to skateboarding and social media on a large screen, surrounded by framed pictures on the walls.
A display wall featuring a skateboard with a Nike design, mounted on a black wall with concentric circle patterns. There are wires with photos attached, and text reading 'ANATOMICALLY CORRECT FOR SKATEBOARDS' at the top.
Two boys wearing red and white headphones looking at screens on a black display with the words 'DRI-FIT COLLECTION' and 'IMPACT CONTROL' in a retail store or exhibit setting.
A Nike SB advertisement display featuring a person with a red headband, holding a sneaker, with the Nike SB logo and a red sneaker image illuminated on a circular background.
Close-up of a pink Nike sneaker displayed on a transparent stand, with a black Nike logo on the side and a pink sole, inside a retail display.
Group of people playing indoor mini golf in a dimly lit room with pink lighting.
Display of various colorful foam shoe insoles arranged symmetrically on a transparent yellow panel.
Skateboarder performing trick on sponsored Levi's skate ramp with audience and industrial indoor venue in background.
The image features the word 'COLLABS' in bold, white uppercase letters on a black background.
Close-up of a black and white graphic design with the word "COMMUNITY" in bold letters.

Fuel.

Insight: Skate shoe brands were never genuinely focused on better performance; it was always about which brand had which athlete—all trying to out-cool 
the other. This represented a massive opportunity for NikeSB 
to step in and disrupt the category.

Spark.

The strategy was to do what 
Nike Always does: lead with performance. Not only were NikeSB shoes designed to help consumers skate better, but NikeSB also offered specific product silos to help dial-in performance. Impact, Control, and Board-feel. 

Fire.

Solid light blue background
Light green Nike SB t-shirt with dark blue Nike and SB logo and swoosh.

Bring the performance of NikeSB footwear to life in the minds of consumers, athletes, and retailers. Nike SB “Sixth and Mill” was a two-year brand activation space in DTLA dedicated to launching products, retailer nights, wear testing, and athlete training. We designed, built, planned, and managed programming, partnerships, staffing, content, etc.

Connections.

27k

Consumers collected during wear testing and activations.

Impressions.

538M

Impressions on Nike SB, Sixth & Mill, and partner content.

Sales.

23m

Directly attributable to NikeSB, Sixth and Mill.

Increase.

+8%

National sales for Nike SB YOY.

Text saying 'Ride 'Till the Wheels Fall Off' in bold white letters on a black background.
Nike SB logo in black and white.

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