I led the global marketing strategy and campaign rollout for the Don Toliver x Reebok x Icecream Board Flip retro, guiding the collaboration from early concept through global launch.

The campaign celebrated the return of the original Board Flip sneaker first introduced in 2005, reconnecting the silhouette’s legacy across skate, music, and street culture through a new partnership with Don Toliver.

To build anticipation, I orchestrated an early cultural “leak” moment through original ICECREAM skate team rider Jimmy Gorecki before launching a multi-phase campaign spanning product seeding, press strategy, and experiential activations designed to sustain momentum across global cultural moments.

Key moments included a full scope launch activation at Complexcon Vegas, a limited 72-hour drop of the Don Toliver x Icecream Board Flip Banana Split colorway through Toliver’s webstore, a preview and archive showroom during Paris Fashion Week, and a skate park activation in Lagos through Homecoming Festival, extending the collaboration into West Africa’s rapidly growing youth market.