DasDays was a worldwide series of year-long scalable events and activations. Beginning with a big weekend kickoff, consumers were drawn in with live music and skating, followed by additional pop-up-style activations. Throughout the year, events took place on and off the board, from the morning through the night, always celebrating skate culture.
With North American stops in both New York and Los Angeles, each weekend kickoff began with a shoe launch, followed by a large block party-style event with live music and an open skate jam. The week brought more special events like wear tests, live tapings of “The Nine Club,” skate trivia nights, Showcase X art shows, and City Copa skate contests. The execution of every event was directly influenced by each city’s unique skate scene as a way to further strengthen the local community. In addition, by partnering with local retailers and venues, adidas Skateboarding was able to give back to the community and integrate organically into the surrounding environment, creating an unforgettable 10-day takeover experience in each location.