Top view of a Vans slip-on sneaker with a black and white checkerboard pattern.

“Free radicals brought the project to life in a way we never imagined. Not only did they alleviate the internal team by taking on a heavy lift in a short time frame, but they elevated every aspect of the strategy and creative. It’s been the best metrics for Vans Surf to date.”

Kevin Casillo
Global Brand Manager

Text that reads "Unleashing Africa's vibrant surf culture on the world." in large black letters.

Vans approached Free Radicals to work with pro surfer Mikey February to raise awareness for the African surf community through the Vans audience. We developed a robust strategy, creative platform, and distinct designs to promote and fund JuJu Surf, Mikey’s charity, that shines a light on African surf culture and showcases the next generation of talent from this underexposed continent.

Collection of surf and casual wear including a black sweatshirt with yellow and orange accents, orange shorts, yellow sneakers, white sneakers, slip-on sandals, a black sun hat, a white t-shirt with a checkered map of Africa, and accessories, all branded with Vans and Juju Surf Club logos.

A creative platform to promote and fund African surf culture.

The Juju Surf apparel line from Vans was just one way to bring interest and awareness to the program. This line facilitated an influx of revenue for the charity and marketing to further promote the African surf scene with the Vans audience.

A display of Vans surfwear, including a black sweatshirt with Vans and JWU logos, orange shorts with a drawstring, and several pairs of sneakers in yellow, white, and black and red.

Two young people standing side by side indoors, dressed in casual Vans apparel, with large potted plants in the background.

Campaigns were heavily distributed across social channels, driving a shit-ton of engagement.

The word 'CULTURE.' written in bold, white capital letters on a black background.

Mikey February was featured prominently in video-based content to showcase not only his talent but also the purpose and personality behind the Juju charity initiative.

A person wearing beige sneakers with gray accents, resting their foot on a wooden surface, with a beige background and dark brown pants.

Close-up of a beige Vans UltraRange sneaker with white laces and a gray tongue label.

A man standing outdoors against a rocky background, wearing a light-colored jacket and dark pants, with one hand in his pocket, looking off into the distance.

Close-up of the word 'COMMERCE' written in bold white letters on a black background.

Clothing rack with jeans, shirts, a jacket, and a tote bag, with three pairs of shoes on the floor below.

We created further opportunities to design a specific footwear and apparel line for Mikey, helping him become one of the top ambassadors for Vans.

Text that reads 'SONIC GOODSANDH' in lime green, stylized font against a black background.

The word "EXPRESSION" in bold white letters on a black background.

Sonic Souvenirs premier, presented by Vans.

Free Radicals produced and promoted the Sonic Souvenirs series featuring Michael February, presented by Vans. As an overarching theme throughout the series, music continues to play a pivotal role in Mikey’s life and his surfing.

A woman surfing on a blue surfboard, riding a wave with palm trees and a clear sky in the background.

A group of people gathered at an outdoor party or event under string lights and a canopy, socializing and enjoying drinks.

Great movie. Good party.

Fuel.

Michael “Mikey” February is globally known for being one of the planet's most stylish and creative surfers. Still, his true passion lies in elevating African art, culture, and music and getting more black surfers in the water across the African continent–and globally.

Spark.

We developed a multi-phase strategy with Mikey and Vans that would captivate audiences through film, merchandise, and support of Mikey’s charitable organization to deliver on his vision.
 

Fire.

Vans Sonic Souvenirs was a music-led, visually stunning film series featuring surfers, artists, and musicians from surf-rich regions of Africa. JUJU is the brainchild of the February family and is supported by Vans and other partners through product collaboration.