Samsung just locked down a major multi-year global partnership with Street League Skateboarding, timing the announcement ahead of SLS Paris competition. The Korean tech giant also signed Olympic medalists Jagger Eaton and Rayssa Leal as athlete ambassadors, doubling down on its "Open Always Wins" campaign that's targeting younger demographics through action sports culture.
Samsung is betting big on skateboarding culture. The company just announced it's expanding its partnership with Street League Skateboarding into a multi-year global alliance, complete with Olympic athlete signings and promises of skate-specific product development. The timing couldn't be better - announced just ahead of the SLS Paris competition, one of skateboarding's most watched events.
This isn't Samsung's first rodeo with action sports. The partnership originally launched in 2024 as part of Samsung's "Open Always Wins" campaign, which also included surfing and breaking partnerships ahead of the Paris Olympics. But what started as Olympic marketing has evolved into something deeper - a long-term cultural play that spans continents and promises year-round collaboration.
"From the start, our partnership with Street League Skateboarding has been rooted in authenticity, innovation, and a shared passion for openness," Stephanie Choi, Samsung's EVP and Head of Marketing for Mobile, told reporters. The "openness" messaging isn't just marketing speak - it's becoming Samsung's rallying cry as the company tries to differentiate itself from Apple's more closed ecosystem approach.
The real news here is Samsung's athlete signings. Two-time Olympic medalists Jagger Eaton and Rayssa Leal are now official Team Samsung Galaxy ambassadors. Eaton, the 2021 SLS Super Crown World Champion, represents the sport's technical precision, while Brazilian skater Leal brings global star power - she's won three SLS Super Crown World Championships and has become skateboarding's most recognizable face outside the U.S.
"Every session is different - new spots, new tricks, new energy," Eaton said in Samsung's announcement. "That's why this partnership with Samsung is so special. They share that same belief that openness drives creativity."
But Samsung's real play here goes beyond marketing. The company promises that SLS will provide "year-round cultural insight and creative collaboration to inform skate-specific product features and campaigns." This hints at potential Galaxy device features tailored for action sports - think enhanced video stabilization for trick documentation, social sharing tools that speak to skate culture, or durability features that can handle the concrete jungle.
