MARKETING & CREATIVE

DEF x CCC 

Our first-ever collaboration with Canterbury of New Zealand! we had an opportunity to brand a couple jerseys with them for a quick strike release. 

Two worlds collide - literally. Inspired by one of rugby’s most iconic moments, we reimagined the scene with a twist:  Newly capped  teamrider James Huntley makes his debut in the Def jersey! He starts off with a tre flip down the first set of stairs, then hits the second with a big backside kicky and out of nowhere Jonah Lomu hits him with a devastating tackle, smashing him into next week. 

"THATS WHATS UP!"

Theres always been a a little tension between these 2 codes / stereotypes : The Rugby Jocks Vs the Stoner Skaters  - We wanted to play on that in a fun way. 

DEF x GSHOCK 

Stealth mode collab 

We took a classic time piece and made a timeless classic! Black on Black something that never that cant fade - then we took the promo animation and flipped it, the opposite of Stealth Mode and mixed in some amazing skate footage from our team - the key element of what def is! at the time drone footage was fairy new, so when the clip dropped it wasn't as played out and still had a punch!

DEF x GSHOCK 

Hubba Ledge at VIC skatepark to go with the release of the Capsule - we teamed up with Gshock to make a Hubba ( skate obstacle) at Vic Skatepark a new addition to Auckland's most used skateparks. something that was missing from the park. we also brough tin the boys to ripo it up and get some stunts caught on camera!  

DEF X CCC 

World Challenge Collection  

We teamed up with Canterbury to reimagine a classic - drawing inspiration from old vintage sailing jersey's that dropped in the late 80s - 90s when kiwis dominated the sailing. The result is a tight capsule that nods to that era’s clean lines, bold panels, hype energy, reworked through DEF’s  lens.  Crispy whites, Black, and flashes of red and some poppy highlights - built tough, made to last

 TEAM DEF In it for the long run!

DEF x CCC 

Tha Natural Collection 

We linked up with our mans from Canterbury a true clothing connoisseur and vintage jersey collector - to drop a capsule inspired by one of CCC classic early ‘90s rugby jerseys with a twist of Ralph  The range brings that old-school sports vibes into our world with a modern taste : this limited edition rugby top and custom skateboard decks that nod to the heritage while keeping it straight DEF.

stitched with history, and made to be ridden, not just worn.

 Designed By Josh Swinard

for Def & Canterbury of new Zealand

GAME ON 

the Real K'Road Tennis club 

When one of New Zealand’s biggest clothing retailers, Hallensteins, decided to “take inspiration” from one of our best-selling K’Road Arch Tee we couldn’t help but return serve. So, we made our own version. But if K’Road actually had a tennis club, what would it look like?we added  broken rackets, the unmistakable chaos of Karangahape Road itself.

To bring it to life, we hit the streets (literally)  filming a devastating serve by Nick Kyrgios ( chey ) on the actual road. The result? A tongue-in-cheek nod to creativity, originality, and the beautiful mess that makes K’Road what it is.

GAME. SET. MATCH! 

PIT STREET MINIMART 

New location Pitt Street Space.  We were down scaling due to economic down turn in the Karangahape Area - with the City Rail Station's going in and the addition of cycle lanes on both sides of the road - cutting out over a 100 parks in the area, making business harder in the area  we had placed our roots down.

  We needed a cool concept to try pull people into the store or even to get people talking. Using the natural 

Less than a week of opening we going into the first lockdown! 

the LITTLE TURKISH CAFE

KEBAB TEE 

A collab with our local Kabab joint. on Karangahape Rd

We took inspiration from their napkins, after years of kebabs for lunch and bro'ing down with Midlad, the idea was steering us in the face - their logo printed into tissue paper. So we scanned it straight from there, left the fades and smudged bits in to keep it just like a napkin. Then we wrapped the tee just like how we get kebab in tin foil and a light brown coloured bag. It so looked so legit when we did the release party for them at the store rolled into a pile on display - kids thought they were coming up asking if they could kebab ( not a tee wrapped like a kebab)  thinking we'd brought 40 kebabs to feed the hungry peeps 

To Help we created a cool clip of me rolling a couple up and wrapping them like 

the whole marketing budget breakdown below 

Roll of tinfoil = $3.30

100 x brown paper bags = $9.95

Actor = 1 falafel kebab - $14.50  

100 x printer sticker sheets = $20.00 

Bother printer ink used = $4.20

Film crew n camera = FREE (staff members  iph 7 with cracked screen) 

WE NEED YOUR HELP 

Please help identify this person! Male Caucasian 6-6.2 Feet Tall heavy set, with a big boofy afro! While our staff was in the bathroom this individual proceeded to help himself to some merchandise.. Please share this video - Lets apprehend this punk! Any information leading to his whereabouts WILL be greatly appreciated! Stay Safe Keep EYE Out For Him! 

Scroll for items of interest.

Marketing at its finest...

later, after Will was apprehended he went on to become DEF's Number one retail sales person and the stores crime fighter catching thieves on the regular.   

DEF X NB 

Aotea 574 

concept only - we got the eleventh hour before the deal fell through due to global cuts 

we spent a while of this so decided to show the peeps what could have been. the Shoe was homage to hallowed ground Aotea epicentre of NZ street skating - It would come with a mag with photos from the then and now. 

DEF x PORK 

CASH RULES EVERYTHING AROUND ME 

DEF x PORK $ DECKS