Etnies, éS, and Emerica shuttered all three of its global e-commerce platforms for 24 hours on February 21 to mark Skate Shop Day.
The initiative redirected online shoppers to independent skate retailers instead, while the brands’ team riders, distributors, sales representatives, and staff visited local shops in person across multiple time zones, said Fred van Schie, North America marketing manager for NDK Skateboarding. (Nidecker acquired the brands from previous owner Sole Technology.)
Throughout the day, the three brands documented store visits via Instagram stories, capturing moments from independent retailers worldwide. More than 75 company representatives participated globally, he said.
The campaign was designed to emphasize the foundational importance of brick-and-mortar retailers that often serve as community hubs in skateboarding culture, including serving as the first sponsors of young skateboarders and the place where they buy their first pair of skate shoes, venues for video premieres, and other grass roots activations for the skate community.
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Custom Postcards and Targeted Outreach
As part of the initiative, NDK Skateboarding commissioned Emerica team rider Kevin “Spanky” Long to design custom postcards for 30 select skate shops across the United States, Canada, and Europe. In messaging to retail partners, the company acknowledged current market pressures and positioned the e-commerce closure as both a symbolic and practical contribution to supporting the independent retail channel.
“We strongly believe in the importance of independent skater-owned skate shops for the future of skateboarding,” said Alex Forbes, global brand manager for etnies, éS, and Emerica. “We also believe we should all thrive and keep rolling to continue supporting skateboarding for years to come.”
