by Stephen Garner

SupraSupra, the global footwear and apparel brand born from skate, has introduced its new global brand mission, “We Are Supra”. Launching officially at retail in January 2018, the brand has begun its soft launch this campaign on owned platforms and social channels.

“We Are Supra” focuses on meaningful storytelling through the unconventional, bold, aggressive and disruptive lens of the brand. Each season, Supra will focus on different characteristics of the mission in which to bring to life and highlight the attributes of Supra’s legendary skate team. The content rollout will include exclusive cuts featuring the likes of Lizard King, Spencer Hamilton, Windsor James and Dane Vaughn.

“We Are Supra captures the essence of the brand and of our core consumers—we break barriers, take charge and go above and beyond in all that we do,” said senior vice president of sales, Michelle Smith. “Leading our storytelling with the multifaceted and talented brand skate team, we aim to bring new and current consumers to the forefront of Supra’s mission.”

In 2018, Supra will formally roll out “We Are Supra” as a multi-platform campaign that will support its global retailers and brick-and-mortar stores. Consumers will see it come to life via several platforms in the skate and lifestyle space. We Are Supra will encompass athletes, innovators and the creative class, inviting individuals who are driven by an anthem of authenticity, individuality and unapologetic expressions.