Supreme emerged onto Lafayette Street in downtown Manhattan, becoming the epicenter of New York City's skate culture.
It wasn't just a store; it was a hub for neighborhood kids, New York skaters, and local artists, all contributing to the vibrant downtown culture that Supreme embodied. Over 25 years, Supreme has grown into a global community, collaborating with various artists and creatives, all while maintaining its reputation for quality, style, and authenticity.
However, after being purchased by VF Corporation in 2020, Supreme has faced challenges, including a reported $38 million revenue loss by 2022. This campaign aims to address the question: "Is Supreme still relevant?" By focusing on its roots and demonstrating a commitment to the community's needs, Supreme seeks to re-establish itself as a heritage streetwear brand without sacrificing its authenticity.
To reignite excitement and anticipation, Supreme will utilize a series of promotional teasers across its Instagram and influencer pages.
As these influencers navigate NYC, their distinctive attire will spark public intrigue and user-generated content, as people try to decipher the meaning behind the symbols.
