MK Blades

Brand Campaign

The Challenge

Raise the brand’s appeal with younger, leisure skaters.


MK Blades is the world's second biggest figure skate blade brand, behind sister company John Wilson. Our challenge was to differentiate the two brands.

MK is aimed at a younger audience, many of whom skate recreationally rather than seeking a professional career. We created a campaign that cut through the category and embodied the fun of skating. It's bold and colourful, featuring models ranging from 10 to 35 years - the antidote to serious professionalism. The outcome is a strong, memorable brand campaign that captures the essence of skating for enjoyment and appeals to the target audience.

Done Better

  • Brand campaign
  • Press
  • POS for US network
  • Brand website
  • Web banners

Do Better Skill Sets

  • Art direction
  • Code
  • Design
  • Copywriting