Tyshawn Jones: Bronx Newsstand

Context

To celebrate the roots of professional skater Tyshawn Jones, the challenge was to create a launch moment for his latest collection that felt as authentic as the Bronx streets he grew up on. The project needed to bypass traditional retail marketing and instead deliver a "love letter" to the local New York skate community.

Connection

We designed and fabricated a custom "Bronx News" newsstand, a hyper-realistic piece of New York infrastructure placed directly into the community. Rather than selling shoes, the newsstand acted as a cultural hub, distributing custom zines, Tyshawn bobbleheads, and limited-edition stickers. The activation was paired with a high-octane skate jam at the LES Skatepark, bringing the product directly to where the skaters were.

Impact

The project achieved deep cultural resonance by prioritizing community over commerce. It wasn't just a product launch; it was a street-level event that drove significant organic social reach within the global skate community and reinforced Tyshawn Jones as a pinnacle figure in New York’s creative landscape.