Overview

When Jägermeister teamed up with Santa Cruz Skateboards and skate legend Jeff Kendall, the product was already powerful: a limited-edition board designed to sell out on sight. Our role was to make the Canadian launch more than a product drop. We set out to build a story — one that teased, questioned, and pulled skate culture in before the boards ever hit shelves.

Challenge

The board was global. But hype is always local. In Canada, we needed to make skaters feel like Jägermeister wasn’t just showing up with a logo — it was showing up with respect. The challenge was simple to say but hard to do: make a liquor brand feel at home in the skatepark.

Strategy

We leaned into mystery.

First, we dropped the “s” from Jägermeister — a quiet nod to Santa Cruz that made people look twice. Then we took the tease to the streets. Stickers showed up on skatepark rails. QR codes appeared, promising unknown rewards — a discount, a prize, maybe something bigger. Online, the Jägershop hinted at what was coming. Emails built tension. Social channels kept the fire lit with global assets and a challenge: show us your best trick, win something back.

Every move left one question hanging: what is Jägermeister up to with Santa Cruz?

Results

The answer came with the drop. The boards disappeared fast, snapped up by collectors and fans. The stickers and codes turned skateparks into talking points. And skaters themselves carried the story forward — posting tricks, sharing the buzz, keeping the collab alive long after the last deck was gone.

Jägermeister didn’t just put its name on a board. For a moment, it carved into skate culture.