Bones Love Milk Shredquarters

Huntington Beach, CA

THE CHALLENGE

got milk? was launching a new sub-brand — Bones Love Milk — built specifically for skate culture. Skate is one of the hardest communities for a legacy brand to enter: tight-knit, talent-led, and fluent in spotting inauthentic sponsors. To debut Bones Love Milk credibly, the launch couldn't feel like a launch. It had to feel like something skate culture was already part of.

THE ACTIVATION

Bones Love Milk Shredquarters — a 9-day pop-up skate park in Huntington Beach, built around the Vans US Open of Surf and Skate. We turned it into a full celebration of California skate culture, with daily programming designed to bring pros, locals, and fans into the same space:

A Pro Jam meet-and-greet series with Chris Cole, Christian Hosoi, Tom Asta, Cordano Russell, and Zach Doeling.

A pop-up barber shop and Custom Kicks event hosted by Steve Caballero.

A VIP Media kickoff with Mario Lopez and Navia Robinson in attendance.

The result was a destination, not a sponsorship — a place skate culture wanted to come to.

MY ROLE

Account Manager for Bones Love Milk within ROX United's Experiential Division. Led ideation, creative concepting, and full production of the 9-day pop-up. Built the talent and partnership roster — pro skaters, Steve Caballero's Custom Kicks, the pop-up barber shop — shaped daily programming, and produced the VIP Media Day from concept through on-site execution.