Key Stats

  • 154,000 campaign social reach
  • 9 miles of canal traversed (at a push)
  • 1 professional skateboarder who fell in the canal

 

THE BRIEF

Our UK focused skateboard title Sidewalk, teamed up with New Balance Numeric to undertake the first ever UK skate trip on a barge - well, a convoy of barges, truth be told.

IDEA

The idea was to launch out from Liverpool, with a crew - comprising of NB skaters from at home here in the UK and all around Europe – then settling into their base near Skipton, North Yorkshire. From there spending the week skating unique spots found in the great industrial towns and cities along the Leeds-Liverpool canal.

Leeds, Heckmondwike, Huddersfield, Stockport, Manchester, Liverpool, Everton and Gateshead were all destinations on the route, with the likes of pro skaters Mark Baines, Axel Cruysberghs, Flo Mirtain and Karl Salah joining the UK squad of Andy Evans, Cam Barr, Jethro Coldwell and Jeremy Jones for the rain-plagued seven day mission.

OUTCOME

Despite half of the week's shoot vanishing due to the onset of the traditional British summer-time, the crew managed to come away with New Balance UK's first production safely in the bag. The film accumulated 30,000 organic views on our Sidewalk social platform within its first fortnight live, while the stills provided inspired content for a full feature for Sidewalk digital issue 228 - an abridged version of which can be seen in Sidewalk’s second Redux print project.

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