Dime X Molson
The Idea
Building cultural capital for our client, Molson, meant looking beyond hockey. I saw an opportunity and seized it by connecting them with Dime.
The partnership united two Montreal icons: Canada's premier brewery and one of the world's top skate brands, creating an instantly iconic collaboration fueled by creativity, culture, and hometown pride.
At the core of the collab was a limited-edition capsule including two t-shirts and a mug, each blending Dime's contemporary design language with Molson's heritage.
The collaboration was teased and promoted through out-of-home advertisements plastered across the city, building hype for the Dime Glory Challenge event where the merch would launch and sell out instantly.
The capsule was launched at the Dime Glory Challenge, the brand's sold-out flagship event featuring the world's best skateboarders.
Dime Glory Challenge Video Recap