Engaging Gen Z through sport & fashion - G-SHOCK x FISE
Who are FISE and G-SHOCK?
The FISE World Series is a global action sports festival that brings together the best in BMX, skateboarding, parkour, and more, turning cities into playgrounds and showcasing jaw-dropping talent from around the world.
G-SHOCK, the iconic watch brand by Casio, is known for its toughness, street style, and deep roots in youth and action sports culture.
The Challenge
After the buzz of its landmark World Series event in France, FISE didn’t want to let the momentum drop. With the next stop landing in Canada six months later, this time backed by G-SHOCK, the goal was clear: keep the hype alive.
Together, they wanted to dial up the energy by:
Getting G-SHOCK on the radar of young action sports fans
Sparking online engagement during the off-season
Teaming up with top athletes and influencers to expand the reach and fire up the community
The Solution
Together, we launched a bold user-generated content (UGC) campaign: #21Seconds.
This social-first competition invited both pro and amateur athletes to post their best trick in a 21-second video, perfectly timed to capture attention and drive engagement.
Promoted heavily across G-SHOCK and FISE’s social platforms, especially Instagram, the campaign gave fans a reason to stay connected between events.
A panel of elite action sports athletes shortlisted the standout entries, with the final winner chosen by public vote on FISE’s website, turning followers into active participants and amplifying reach through community-driven content.
Blending creativity, competition, and culture, we were able to meet the moment and deliver real results.
The impact…
950,000
video views across Instagram
69,000
total visits to the #21Seconds competition website
14,000
total votes casted