Converse, a brand synonymous with streetwear, creativity, and self-expression wanted to increase its presence within the skateboarding community in Toronto. And so, Converse endeavored to create a skate experience to energize Toronto skateboarders and generate brand love amongst this highly independent, discerning, and micro community.

Skateboarders are always looking for new spaces to come together. There’s a unique energy that comes with riding something unexpected, unexplored, or even just unusual.

Fourteen skate parks had been shuttered due to the pandemic and skaters needed new spaces to come together.

Converse haven’t had much presence in the Toronto skate community. So, in order to increase brand love with our core skate target, we created a Converse mural you can skateboard on

The site of the mural, just off of Ossington Street, sits right next door to skater cafes and shops, providing skaters with an accessible and discoverable new place to skate on their own turf. The ledge was custom fitted to the site and built by expert ramp builders from the skate community. It was installed with the intention of seamlessly blending into its surrounding environment, as if the mural had always had a skateable ledge.

Working with local skate mural artists and ramp builders, we took over an alleyway in the Dundas Street West area, Toronto’s skate hub. There, we launched a largescale Converse mural with a skateable ledge.

The design offered skaters the freedom to grind and slide on the edge or use the upper ledge for tricks, with an eye-catching backdrop to make their skate content pop.

We launched the mural with a special appearance by CONS team rider Aaron Herrington. Then, in collaboration with local skate partners, we hosted a trick contest on social media to drive attendance and engagement.

The skateable mural garnered 6.8 million+ impressions and 2,200+ engagements on social, with 1 million+ in organic social reach.

We transformed an out-of-home placement into skateable art and brought the core skate community together to skate the unexpected.