Cal Skate has never claimed to be “one of the largest skate stores in the world.” It humbly brags in other ways, utilizing its resilience and staying power. This campaign aims to drive home the community influence and activism aspects that make Cal State so grand despite its small stature. Cal Skate must reinforce and restate its importance, as it has played an incredibly pivotal role in the growth of the local skateboarding community, serving skaters for decades and supporting skate culture through activism and park building while also introducing more to the hobby. Along with focusing on the skating aspect, It is imperative to also showcase and introduce the new brand positioning around Howard’s efforts to better the Old Town neighborhood that he has been fighting for since the 70’s
