DC Shoes // New Campaign

YOURS FOR THE TAKING // DC SHOES

Today DC Shoes is launching its new YOURS FOR THE TAKING campaign in conjunction with the release of the all-new E. Tribeka shoe. While the brand momentum is exciting, this milestone also represents what a scrappy nimble team can create (regardless of limited budgets and challenging timelines) if they are focused and aligned. The campaign mirrors the very culture of the team responsible for it. And that's a beautiful thing. From product to marketing to creative, the team really crushed this...and is just getting started. With nearly 25 years behind it, this truly authentic brand is about to enter its best chapter yet. DC has always been about "pushing" --- ideas, social norms, design, culture, and of course skateboarding. This campaign reflects a collision of that brand ethos with the core values of its new consumers: self-definition, entrepreneurship, and versatility in identity. Don't tell them your product will make them jump higher, run faster, or get laid quicker. They've got all the answers. Entitled? Damn right they're entitled...to define their path, push the possibilities, and make their lives happen. It's up to them and they know it. It's theirs for the taking.

Stay tuned to this campaign. Good things ahead.

Manifesto:

Your world is what you make of it. Nothing else.

If you want it to be gold and silver or denim and nylon, make it that.

If you want it to sound like New York but feel like Paris, make it that.

If you want it to be your very own personal skate park, make it that.

Just know, only you can make it what you want it to be.

Your sound. Your style. Your paint. Your flavor.

So make your move. Don’t wait for permission.

It’s YOURS FOR THE TAKING.