Jägermeister and Santa Cruz present skateboard of the 1990s

Limited edition decks and T-shirts will be available from June 20

13-Jun-2024
Mast-Jägermeister Deutschland GmbH

Jägermeister x Santa Cruz Collaboration

Together with the traditional US label Santa Cruz, Jägermeister is dropping a limited, three-part skateboard and fashion capsule collection. At the center of the collaboration is the revival of an iconic deck: Jeff Kendall, skateboard legend and current CEO/CMO at NHS, Inc., the home of Santa Cruz Skateboards, designed it out of love for Jägermeister in the 1990s. The "Kendall Deck" graphic became one of the most successful Santa Cruz designs of that era and shows brand elements of both traditional companies.

Mast-Jägermeister Deutschland GmbH

30 years later, the skateboard from back then is experiencing a revival: the Santa Cruz x Jägermeister Reissue Capsule Collection complements the Kendall deck in retro design with matching T-shirts in black and olive green. The strictly limited pieces will be available from June 20, 2024 in the Jägermeister online store and directly from Santa Cruz.

"Freedom, authenticity, tradition and a certain amount of rebellion - all of this unites our brands and skateboarding," says Jeff Kendall, CEO Santa Cruz Skateboards.

"With Jeff Kendall, we have gained a skate pro from the very beginning for our collaboration. He is a longtime fan of the Jägermeister brand. The board he developed on a whim over 30 years ago is something we can now revive together," explains Sven Schindler, Head of Global Brand & Digital Marketing at Mast-Jägermeister SE.

International pro skaters are part of the campaign

Three top-class skate talents have picked up their skateboards for the "Jägermeister x Santa Cruz" capsule collection: In the campaign spot "The Hunt", Aldana Bertran (Barcelona), Blake Johnson (Los Angeles/Barcelona) and Justin Sommer (Berlin) embark on a search for the best skate spot in town. The setting is the small northern German town of Wolfenbüttel, home of Jägermeister. The trio skate past forests, meadows and half-timbered houses until they arrive at the place where Jägermeister originated - the barrel warehouse of the legendary herbal liqueur manufacturer. If you pay close attention, you will also spot Jeff in the commercial.

The "Jägermeister x Santa Cruz" capsule collection invites fashion and skate enthusiasts to experience a piece of 1990s skateboarding history and be inspired by the passion for freedom and rebellion.

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

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