At the Street League Skateboarding (SLS) Paris stop, Samsung Electronics announced the expansion of its partnership with SLS into a multi-year global alliance, reinforcing both brands’ shared commitment to creativity, openness, and cultural connection. The partnership, which began under Samsung’s “Open Always Wins” campaign in 2023, will now span continents, combining technology and skate culture to inspire the next generation of creators.
From Campaign to Global Collaboration
What began as a limited partnership celebrating skateboarding’s cultural influence has now evolved into a long-term, global agreement. As part of the deal, SLS will collaborate with Samsung throughout the year to provide cultural insights and creative input that inform skate-specific product features and brand storytelling.
Stephanie Choi, EVP & Head of Marketing for Samsung’s Mobile eXperience Business, highlighted the brand’s vision:
“Our partnership with SLS is rooted in authenticity, innovation, and a shared passion for openness. We’re committed to elevating skate culture and showing how technology can make a positive impact through creativity, connection, and community.”
Expanding Team Samsung Galaxy
Samsung also unveiled two new athlete ambassadors joining Team Samsung Galaxy: Jagger Eaton and Rayssa Leal, both Olympic medalists and SLS champions. Their inclusion underscores Samsung’s long-term investment in skateboarding’s cultural and community development.
Eaton emphasized the spirit behind the partnership:
“Every session is different — new spots, new tricks, new energy. Openness drives creativity, connection, and growth, both in skateboarding and beyond.”
Leal added:
“Skateboarding is about freedom and connection. Samsung shares that belief, and together we can inspire the next generation of skaters to create and share their style with the world.”
Elevating Skate Culture Globally
For Frank Lamicella, CEO of SLS, the collaboration reflects the evolution of skateboarding’s influence:
“Samsung’s support and belief in our vision have been instrumental in helping us elevate the experience for skaters and fans. This expanded partnership is a testament to the impact we’ve already made together.”
Founded in 2010, Street League Skateboarding has transformed from a niche event circuit into the world’s premier professional street skateboarding series, hosting global competitions on one-of-a-kind, SLS-certified plazas.
365247 Insight
Samsung’s expanded alliance with SLS demonstrates how brands are moving beyond traditional sponsorships — embedding themselves in creative subcultures that thrive on authenticity and innovation. By aligning with skateboarding’s ethos of openness and expression, Samsung isn’t just backing a sport; it’s investing in a lifestyle movement that connects technology, creativity, and community on a global scale.
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