In my opinion, the skate shop is the heart of the city. It's where we (skateboarders) meet up, discuss, share and learn. Select Store Frame is no different and so for the global launch of the Nike SB Habibi Dunk, I wanted this message to be at the core of the campaign. It was introducing the skateboarding culture to the more mainstream audience in Dubai and also a little bit more of the Arabic culture to the rest of the world through skateboard shops. The retail package contained both online and offline assets including a bold window sticker, bespoke carpet, and a unique "Friends & Family" shoe box.