We’ve seen a few roller disco themed branded activities over the last few years that have attempted to rekindle and reinvent 70’s nostalgia, such as Nokia Skate Almighty, a mash up of music and rollerblading from back in 2009, and Lucozade’s recent fancy foot work on its ‘Yes’ campaign.
Next up with a dose of skate themed marketing is Japanese fashion brand Uniqlo, who will be setting up an 8,000-square-foot outdoor roller rink on 28th July in NYC at the High Line park, located on Manhattan's West Side.
The ‘High Line Rink – Made for All by Uniqlo’ activity forms part of a two-year partnership from the clothing brand that supports the ongoing maintenance and operations of the High Line. The first 500 people who pitch up ready to skate on the first three days the venue is open will get in for free courtesy of Uniqlo (after which it will be $12).
In addition to running a summer of skate up until the 26th September, the brand has also developed an accompanying popup shop, entitled The Cube, at the venue, offering a selection of casual wear for purchase post skate, nicely tying in a retail unit at the heart of a social and accessible sporting event.