KEVIN LYONS | Art collaboration

project overview

Client: Mountain Dew (PepsiCo) – Green Label Exclusives Division
Role: Cultural Collaboration Architect & Community Integration Strategist
Timeline: 2013–2014 (Part of six-year PepsiCo strategic partnership)
Category: Multi-Stakeholder Cultural Partnership, Authentic Community Integration, Cross-Platform Launch Strategy

The Challenge

Create an authentic skateboard culture collaboration for Mountain Dew’s Green Label Exclusives that would resonate inside the core skateboard community. The initiative needed to bring together a four-way partnership between a corporate brand, GIRL Skateboards, artist Kevin Lyons, and professional athlete Sean Malto. The collaboration had to protect the authenticity of each partner while delivering measurable commercial outcomes across multiple launch platforms.

Strategic Approach

Multi-Stakeholder Cultural Framework

Designed a collaboration architecture that connected Mountain Dew’s objectives with GIRL Skateboards’ cultural authority, Kevin Lyons’ artistic identity, and Sean Malto’s credibility as an athlete.
Developed methods for integration that avoided superficial branding and strengthened each stakeholder’s reputation.

Authentic Community Integration Strategy

Positioned the collaboration within respected skateboard culture channels, including a launch on The Berrics.com and distribution through core skate shops.
Used cultural gatekeepers to build genuine engagement and ensure alignment with community values.

Cross-Platform Launch Architecture

Built a launch strategy that combined digital platforms, retail, experiential marketing, and mainstream media.
Ensured each channel maintained cultural integrity while supporting Mountain Dew’s brand objectives.

Cultural Event and Community Experience Strategy

Produced a Brooklyn release event timed with the Dew Tour for cultural relevance.
Converted a Williamsburg art gallery into a skateboard community hub for the night, attracting industry influencers, press, and insiders.
Structured the event to enhance community connections instead of imposing a brand presence.

Key Deliverables

Four-way collaboration framework integrating brand, skateboard company, artist, and athlete.
Signature capsule collection with pro model skateboard and urban apparel line.
Cross-platform launch plan uniting The Berrics.com, core retail, and experiential activations.
Photo and video lookbooks plus strategic media placement.
Cultural event production blueprint for authentic community engagement.
Integration into a Mountain Dew global commercial.

Strategic Positioning

Cultural Authentication Framework
A method for corporate brands to earn authentic standing within niche cultural communities by partnering with respected gatekeepers and offering real value rather than exploiting cultural capital.

Multi-Stakeholder Partnership Architecture
A blueprint for managing complex collaborations where every participant’s credibility strengthens the whole.

Community-Centric Launch Strategy
A plan prioritizing respected cultural platforms and shared community experiences to ensure long-term resonance over short-term marketing impressions.

Results & Impact

Cultural Integration and Community Response

Launch on The Berrics.com secured legitimacy with the skateboarding audience.
Brooklyn release event drew influencers, press, and industry participation without the appearance of a corporate takeover.

Cross-Platform and Media Success

Featured in a Mountain Dew global commercial.
Gained coverage across skateboarding and lifestyle media.
Achieved strong sell-through in core skate shops and select specialty retailers.

Framework Validation and Replication

Proved that corporate brands can integrate into core communities without losing authenticity.
Created a model that can be applied to other youth culture and subcultural markets.

Key Learnings

Cultural acceptance comes from partnerships that respect and enhance the community’s values.
Multi-party collaborations thrive when objectives are aligned early and strategically.
Cultural platforms and in-community events outperform traditional marketing in authenticity-driven spaces.
Experiential activations work best when they amplify existing cultural connections.

Impact

Delivered a replicable framework for brands to enter core cultural communities through multi-stakeholder partnerships, community-first integration, and culturally intelligent launch strategies. Demonstrated that authenticity and commercial success are not mutually exclusive when built on respect for the culture and careful alignment of partner values.

Framework Application: Replicable methodology for consumer brands seeking authentic integration within core cultural communities across skateboarding, music, art, and youth culture categories where genuine community acceptance drives long-term brand credibility and commercial success.