The event, held in partnership with Vista, featured a championship and activities related to the sport.
Vans promoted the Vans Duct Tape Invitational, a surf festival, last weekend at Praia da Macumba, located in Rio de Janeiro. Held in partnership with Vista, the festival celebrated classic surfing, skateboarding, music and art with sustainability and commitment to the local community.
Presented by legendary longboarder Joel Tudor, three-time world champion in the category that has promoted the Vans Duct Tape Festival for years, the celebration has already spread to several countries such as Spain, Portugal, Mexico, USA, Japan and South Africa.
We chose Praia da Macumba because it is the birthplace of surfers who pioneered the classic longboard in Brazil, such as Rico de Souza and Daniel Friedman, but also the setting for new generation athletes such as Jasmin Avelino and Yanca Costa, explained Xande Marten, founding partner of Vista. The agency that was responsible for the creation, planning, execution and creative and sporting direction of the event.
The event featured a championship between surfers, activities such as a shaping room (surfboard production), surf film premieres, a fair for local brands and a 50m Vans store. Simultaneously there were activities with skateboarding in other parts of Rio de Janeiro.
Vista was born connected to the young universe. Vans is an admired brand and a symbol of sports and art culture. Working together with the marketing team to design experiences and hospitality that resulted in a successful activation, connected to the advertiser and that truly represented the brand, completed Xande about the event, which also had coverage by Rising Directors for the generation of audiovisual content that will be posted on Vans’ social media profiles.
