By introducing and working with the grassroots of UK skateboarding first, we recognised that it is the skateboard stores that are the lynchpins. They are the building blocks that help piece everything together. The scene would be nowhere without the stores who help build local scenes, support skaters and help break down barriers.
With this in mind we teamed up with our skateboard title, Sidewalk, to create a skate shop focused social initiative and competition. Skate shops from around the country went head to head across the Sidewalk Facebook channel over a 6-week period, with weekly winners advancing through to a 6 store grand final to earn their shop a £4,000 prize.