Exposure Skate Athlete Lounge

Encinitas, CA

THE CHALLENGE

Bones Love Milk — got milk?'s sub-brand built for skate culture — needed to show up for the women's skate community in a way that felt earned, not transactional. As a returning sponsor of Exposure, the premier women's skateboarding event, the brand's prior footprint had been the standard sponsor playbook: banners, a tent, and free chocolate milk. Skate culture is community-led, athlete-driven, and quick to spot brands that don't actually contribute. To matter, Bones Love Milk had to do something the athletes would care about.

THE ACTIVATION

The Bones Love Milk Athlete Recovery Lounge — a fully immersive recovery space built for the women competing at Exposure. Inside: complimentary Normatec compression sessions, cryotherapy, and milk-based recovery beverages designed for post-skate refuel. We shuttled athletes to and from the lounge. For skaters who preferred to roll in on their own, we built dedicated skateboard parking. The lounge wasn't a brand impression — it was a service.

MY ROLE

Event Producer for ROX United. Reimagined the brand's prior tent-and-chocolate-milk presence into an athlete-first program — leading ideation and full production of the Recovery Lounge, sourcing and integrating recovery partners (Normatec, cryotherapy), driving integration with Exposure Skate's internal channels, and running media relations and on-site social. Local skate bloggers and media came through organically.

The wins

Repositioned a transactional banner-and-sample sponsorship into a true athlete experience — complete with Normatec, cryotherapy, milk-based recovery beverages, and athlete shuttling. Local skate bloggers and media came through organically. Set a new model for how Bones Love Milk shows up at skate events.