Between 2020 and 2022, extreme roller skating exploded. Social mentions passed 7 billion, search traffic rose 900%, and real-life skate park activity skyrocketed, driven largely by a wave of newcomers. Many matched IZZE's target audience on social. Most didn't fit the stereotypical image of a skater. For a community with more than its fair share of gatekeeping, this shift created tension. For IZZE, it created an opportunity—to celebrate, inspire and connect new skaters, and potential IZZE drinkers, with a much-needed break between shreds.
To help make space for all wheels at parks, IZZE teamed up with cult skate brand Moxi for a first-of-its-kind skate night: the IZZE x Moxi Roll In. In partnership with Moxi, the Mission Valley YMCA, and the San Diego skating community, IZZE hosted a skatepark meetup featuring Moxi’s skating team, a live DJ, merch giveaways and skill sharing.
At the same time, to supercharge hype around Roll In online, IZZE collaborated with Moxi to design four pairs of one-of-a-kind co-branded skates, then gave them away to four lucky fans through our social channels.
The result? An activation that found a community giving IZZE love, support, and engagement—and gave it some love, support and engagement right back.
By celebrating skaters in this authentic manner, the team not only met but exceeded their goals, establishing IZZE as a brand that fosters and contributes to the cultural fabric of the communities that align with their values. On site, love for IZZE was ubiquitous, with echoes of praise from skaters and spectators alike.
More tangibly, the activation drove clear results against objectives on social. The staggering numbers include: 12.3 million social impressions and 406k earned media potential impressions. More excitingly, though, we didn’t just reach consumers… we got them talking.
This activation led to a remarkable +664% lift in social mentions of IZZE and a net sentiment 74% higher than the brand average.
IZZE Roll In reinforced IZZE's position as a brand that understands and celebrates the diverse and evolving interests of the target demographic in an authentic way - and we heard the resounding support for it.
