OBSERVATION: TRUE SKATERS AREN’T BOTHERED ABOUT RIPPING THEIR CLOTHES.

INSIGHT: SKATERS SEE RIPPED CLOTHES AS A SIGN OF AUTHENTICITY.

STRATEGY: WORN TO BE WORN.

Changing all of Palaces online retail to display the clothes worn down from skating, rather than brand new.
Social Media Executions.
Direct Mail sending a ripped piece of clothing from the skate team.
Billboard Execution. Current Palace clothing designs that have a rip in them and therefore being able to see right through the billboard.
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