PUSH is an exhibit that aims to promote the inclusion of women in skateboarding.
The problem: Skateboarding is a sport that has an enormous skill gap between men and women skaters.
The solution: PUSH tries to combat this by engaging and informing viewers on the value of skating with the goal that they will take steps to help their local communities become engaged with the sport. They will learn about the history of skateboarding, the community it develops, technical skating fundamentals, and how they can bring the sport home to their local area.
The thinking: PUSH is positioned as a fight for awareness of the many benefits of skateboarding, such as learning perseverance and gaining friendships. With greater recognition of the sport, more women and diverse populations can become included. Dynamic, textured, edgy, and engaging, PUSH seeks to bring skateboarding to girls to increase equality within the sport and introduce an expanded demographic to skating.
The skills: Exhibition Design | Art Direction | Advertising
Skating comes with a unique aesthetic that is often specific to men. PUSH aims to change that.
These tickets harness the visual voice associated with skateboarding—but with the incorporation of women—to encourage greater inclusion within the sport.
A shift from history to inclusivity.
The entrance to the PUSH exhibit takes viewers through the history of skating, focusing on how it has historically been a male-dominated sport.
Skating fundamentals.
As viewers go through the exhibition, it starts with an overview of skating and then gets into the details. This section features a statement wall with backlit skateboards and a look at some of the best-known moves.
Bringing it home.
The final section of the exhibit explains to viewers how they can bring skating into their own communities, with the goal of incorporating more women into the sport of skateboarding.
Normalize women skateboarding.
These ads aim to shift the perception that skating is a sport for men. By stating that it isn’t radical for women to skate, these ads reinforce the exhibition’s central goal of creating a space for women within the sport.