Skateboarding in one form or another has been around for more than three quarters of a century, but it was not until the 1970s that the sport matured into the widespread activity that would decades later be the basis for the cultural and commercial phenomenon it is today. No one bats an eye at Vogue’s 73 Questions with Tony Hawk nor frankly should they, skateboarding is an industry forecasted to be worth USD 2.4 million by 2025. And yet, despite all its commercial value, it is an individual sport that has not lost its cachet of rebellion. To wit, look no further than the latest Gucci wristwatch advertising campaign starring skateboarder and model Tyler Blue Golden. The Italian luxury giant tapped Tyler and his pals for its Gucci Grip campaign by photographer Noah Dillon. Together this band of friends donned Gucci threads and the wristwatches that purportedly take their name and design inspiration for the way a sneaker adheres to the grip tape on a skateboard and, well, shot themselves a campaign. From Gucci’s perspective, the campaign aligns luxury timepieces with a renegade element whose authenticity money simply cannot buy. The campaign is a success because of what Tyler and his crew bring to the party. Without them the campaign would gain little to no traction, but with them it is nothing but Grip.

Visit gucci.com to see this campaign in full.

Credits include: Client, Gucci; Campaign, Gucci Grip Fall 2019; Photography, Noah Dillon.

Tyler Blue Golden stars in the Gucci Grip campaign (Photography: Noah Dillon)

Tyler Blue Golden stars in the Gucci Grip campaign (Photography: Noah Dillon)