Samsung Electronics has been recognized with four Clio Sports Awards, which honor the best in sports advertising and marketing around the world, for its 2024 sport campaign across multiple categories.

The brand won Bronze in the Branded Entertainment/Content (Film) category for its three-part docu-series celebrating the skateboarding, breaking and surfing communities, which premiered in April, on the road to a pivotal moment in each sport’s history.  Produced in partnership with the World Surf League (WSL), Street League Skateboarding (SLS) and the Pro Breaking Tour (PBT), the series explores the iconic subcultures of each sport, their global and local impact, and their shared belief in openness.

The project was a key part of Samsung’s ‘Open always wins’ campaign, which declares that with an open mind, anything is possible, a motto these communities live by every day.

The film featured Team Samsung Galaxy athletes including Paris 2024 surfing silver medalist Jack Robinson (Australia) and bronze medalist Johanne Defay (France), street skateboarding silver medalist Jagger Eaton (USA) and bronze medalist Rayssa Leal (Brazil), and park skateboarding silver medalist Sky Brown (Great Britain).

Also recognized with Clio Sports Awards were Samsung UK, which won Silver in the Digital / Mobile (Experience / Activation) category for its Samsung Flip Park program featuring Sky Brown, and Samsung India, which won Bronze in both the Direction (Film Craft) and Editing (Film Craft) categories for its “India Cheers Neeraj” film starring two-time Olympic medalist javelin thrower Neeraj Chopra.

“We are honored that our 2024 sport campaign has won Clio Sports Awards this year,” said Stephanie Choi, EVP & Head of Marketing of Mobile eXperience Business at Samsung Electronics. “This recognition is especially meaningful as it truly celebrates the athletes and communities at the heart of each sport and reinforces our belief that being open — a theme that is central to each award-winning program — moves the world forward.”

About the Clio Sports Awards
Clio Sports, founded in 2014, honors the best in sports advertising and marketing around the world. Annually, marketing and creative executives from brands, agencies, media, teams and leagues convene to select and celebrate the breakthrough communications that propel the industry forward, inspire a competitive marketplace of ideas and foster meaningful connections within the creative community.

Samsung created a three-part docu-series to spotlight each sport’s iconic subculture as part of the company’s campaign for Paris 2024, “Open always wins.” Produced in collaboration with SLS, PBT and WSL, the project encapsulates how the skateboarding, breaking and surfing communities all share the common value of openness.

To celebrate the project and connect with the communities who sit at the very heart of these sports, Samsung premiered the first two films at exclusive screenings — showcasing “Concrete Dreams” at the 2024 SLS Championship Tour in San Diego, U.S., and “Breaking Boundaries” at Pro Breaking Tour 2024 in Atlanta, U.S. “The Next Wave” will debut at the WSL’s SHISEIDO Tahiti Pro in late May.

Samsung joined thousands of skateboarding enthusiasts at the Viejas Arena in San Diego to watch hopefuls compete in the 2024 SLS Championship Tour. Fans gathered and eagerly observed the competition, where Team Samsung Galaxy’s very own Rayssa Leal secured first place in the Women’s Final.

In addition, fans and attendees took selfies with props at a skateboarding-themed “Open always wins” photo booth.

“The Galaxy S24’s photo and video capabilities are perfect for skateboarding and capturing the fast-paced action and tricks that are always happening,” shared one visitor.

“I love the features on the Galaxy S24 Ultra. The translation tool is useful,” added another guest. “Removing shadows out of pictures is amazing because everyone is using their phones to take pictures. The expanded storage is also great.”

“The documentary is awesome,” said an attendee. “It’s amazing that SLS and Samsung have come together to help out the culture and really spotlight it.”

▲ “Concrete Dreams” is screened during the final competition at the 2024 SLS Championship Tour in San Diego.

▲ Team Samsung Galaxy’s Rayssa Leal (Skateboarding, Brazil)

▲ Team Samsung Galaxy’s Sky Brown (Skateboarding, Great Britain)

▲ Fans try out Galaxy phones and take photos at the Samsung Galaxy Experience zone.

Following the screening in San Diego, Samsung headed to the East Coast for Pro Breaking Tour 2024 at eHall Atlanta, where Samsung held a special screening of “Breaking Boundaries” for fans in between the preliminary and final rounds of the competition.

During the event, fans visited the Samsung booth where they had a chance to snap photos at a breaking-themed photo booth filled with fun props and enter a raffle to win prizes that included some of Samsung’s latest innovations.

Samsung also awarded an “Open Award” plaque and a Galaxy S24 Ultra to King Quic for his cyphering performance. In breaking, a cypher is when B-boys and B-girls form a circle and enter the middle one by one to show their freestyle dancing. Cyphers have been around ever since breaking began, and they’ve always been a place where breakers can express themselves.

“The documentary represents the most important pieces of breaking,” said one visitor. “It has roots in the street, but it represents the culmination of all the people who want to move and have technique and show who they are.”

“The film looks really good,” shared an attendee. “It’s cool to see the culture represented in a cinematic style. People need to know where to see the dance. It’s not just important — it’s powerful.”

“It is so awesome to see Samsung supporting the breaking community,” added another guest. “Between breaking’s debut at the Olympics and the partnership with Samsung, this is going to be a huge year for the growth and awareness of the sport.”

“Breaking can only keep growing, so it’s great to have partners like Samsung helping the growth and highlighting breaking’s culture and community through things like this documentary,” said a visitor.

“Concrete Dreams” and “Breaking Boundaries” can both be found on Samsung’s YouTube channel.

▲ Breakers compete at the 2024 Pro Breaking Tour in Atlanta.

▲ “Breaking Boundaries” is screened between the preliminary and final rounds.

▲ Fans enjoy Samsung’s breaking-themed photo booth.

Samsung Electronics, a Worldwide Olympic and Paralympic Partner, today launched a new documentary series designed to spotlight skateboarding, breaking and surfing on the Road to Paris 2024. The series, produced in collaboration with the Street League Skateboarding (SLS), Pro Breaking Tour (PBT) and World Surf League (WSL), will feature three short docu-series: “Concrete Dreams,” “Breaking Boundaries” and “The Next Wave.”

The first in the series, “Concrete Dreams,” which spotlights the skateboarding community’s journey to the Olympics, is now live on Samsung’s YouTube Channel and will be screened for fans at the SLS San Diego championship tour event on April 20. The breaking and surfing series will be released on April 25 and May 21, respectively, and premiere at PBT’s Atlanta event and WSL’s event in Tahiti.

Starring sport legends Shaun Tomson, Eric Koston and David “Kid David” Shreibman alongside Olympic athletes Johanne Defay (Surfing, France), Sky Brown (Skateboarding, Great Britain), Grace “Sunny” Choi (Breaking, U.S.) and many more, the project celebrates the communities that lie at the heart of each sport as they get set to open themselves to the world this summer.

This new project is a key part of Samsung’s Olympic and Paralympic Games Paris 2024 campaign, ‘Open always wins,’ which claims that with an open mind, anything is possible — a motto these communities live by every day. Produced in collaboration with the SLS, PBT and WSL, the docu-series explores the iconic subcultures of each sport, their shared belief in openness and the impact that being part of the Olympic Games has on their communities — past, present and future.

The synopsis of the skateboarding documentary unveiled today is as follows:

• Concrete Dreams: From the birth of street skateboarding in the 1980s to its consecration at the Olympic Games Paris 2024, this is the story of a community built on one unspoken rule — respect. It encourages you to see the world in a different way, to go create and always get back up, no matter how often you fall.

The synopses of the next documentaries in the series are as follows:

• Breaking Boundaries: As breakers get ready for their Olympic Games Paris 2024 debut, this is the story of a global community born from the streets and shooting for the stars. It is a celebration of breaking as an explosion of energy and soul that gives you a sense of expression and belonging and encourages you to do something we’ve never seen before.

• The Next Wave: Surf legends and icons in the making share their story as they embark on their journey to Paris 2024. It is the ultimate love story between them and the ocean as they prepare to take that leap and a celebration of surf as a way of life, passed down to generations, and a culture that has not only survived but gotten stronger.

“Samsung is excited to support the skateboarding, breaking and surfing communities on their incredible journey to Paris 2024,” said Stephanie Choi, EVP & Head of Marketing of Mobile eXperience Business at Samsung Electronics. “We’re honored to tell their stories and help shine light on these communities to wider audiences through this docu-series. We hope they inspire many to push boundaries, support each other and always stay open.”

“We were really excited to partner with Samsung on this docu-series and share our story and our culture with the whole world,” said Tim Greenberg, WSL EVP, Content Strategy and Production. “Surfing is unlike any other sport on the planet. This is such an amazing opportunity to open up our community and celebrate what brings us all together.”

“This is a big year for us and our sport. The future of women surfers is really bright, and the Olympic Games give us that long-term vision,” said Johanne Defay (Surfing, France). “They are a chance for us to really show the world what surfing is all about. Not only our skill on the waves but what we stand for as a community — committed to giving back to our sport and our planet — and ‘The Next Wave’ truly honors that.”

“Everyone looks out for each other, that’s the special thing about having this small community,” said John John Florence (Surfing, U.S.). “It’s exciting to be able to open our community to the world with this documentary.”

“Finding skateboarding was like falling in love for the first time,” said Rayssa Leal (Skateboarding, Brazil). “I’m so excited to share our story with this documentary and show young girls what skateboarding is all about.”

“Skateboarding is a chance for people to show 100% of themselves and really push their own limits,” said Jagger Eaton (Skateboarding, U.S.). “What if you’re one morning away from making all your dreams come true? You never know how close you are to success. Hope you guys love the documentary as much as I did! I’m stoked to share our journey with you.”

“Skateboarding is all about freedom, you can just pick up your board and go anywhere. It’s like becoming a kid again,” said Aurelien Giraud (Skateboarding, France). “I hope our story inspires you to pick up that skateboard and enjoy the ride.”

“Breaking is special. When I’m dancing, it’s like nothing matters in the world except for me just being me,” said Grace “Sunny” Choi (Breaking, U.S.). “There’s going to be a lot of great opportunities coming out of the Olympic Games from the added awareness and hopefully also more parents wanting to put their kids into breaking. I hope this documentary makes you as excited as we are to share this culture with the world.”

“This was such an exciting project to be a part of,” said American skateboarding icon and entrepreneur, Eric Koston, who lent his perspective to “Concrete Dreams.” “Our sport has such a deep connection to film. To see these voices come together to celebrate our sport, our journey and our heritage is huge.”

In addition to the screenings at SLS, PBT and WSL events, the docu-series will go live on Samsung’s YouTube channel. Visit here to watch “Concrete Dreams” and check out the trailers for upcoming documentaries.

About Samsung’s Involvement in the Olympic Games
Samsung has been a Worldwide Olympic Partner since the Olympic Winter Games Nagano 1998. For over 25 years, athletes and fans have trusted Samsung’s transformative mobile technology to share the Olympic spirit globally and continue to shape the digital future of the Olympic Games for Paris 2024 and beyond. The company’s commitment to the Olympic Movement soon faces its fourth decade of partnership and extends through Los Angeles 2028. Samsung’s purposeful innovations in the wireless communications and computing equipment category, including equipment that features artificial intelligence, virtual reality, augmented reality and 5G will change the way the world experiences the Olympic Games.

About Samsung’s Involvement in the Paralympic Games
Samsung is a Worldwide Partner of the International Paralympic Committee (IPC) in the wireless communications and computing equipment category. Starting from Paralympic Winter Games Torino 2006, the company has proudly supported the Paralympic Movement and enabled athletes and fans around the world to share the excitement and inspiration of the Games through Samsung’s transformative mobile technology. Samsung’s commitment to the Paralympic Games will extend through to Los Angeles 2028 and be celebrated through innovative mobile and computing experiences powered by purposeful innovations in the wireless communications and computing equipment category, including equipment that features artificial intelligence, virtual reality, augmented reality and 5G.

About World Surf League
The World Surf League (WSL) is the global home of competitive surfing, crowning World Champions since 1976 and showcasing the world’s best surfing. The WSL oversees surfing’s global competitive landscape and sets the standard for elite performance in the most dynamic playing field in all of sports. With a firm commitment to its values, the WSL prioritizes the protection of the ocean, equality, and the sport’s rich heritage, while championing progression and innovation. For more information, visit WorldSurfLeague.com.

About Street League Skateboarding
Since its inception in 2010, Street League Skateboarding (SLS) has propelled street skateboarding from a collection of independent standalone events to a renowned global series. As pioneers of street skateboarding’s premium qualification system and competition format, SLS offers an amateur-to-professional pathway and creates thrilling live events across the globe. The SLS Championship Tour is recognized as the world’s premier professional street skateboarding competition. Events take place on custom-built, one-of-a-kind, SLS-certified plazas in major cities around the world, with the best in the sport competing for the highest stakes. For more information, visit StreetLeague.com.

About Pro Breaking Tour
The Pro Breaking Tour stands at the forefront of elevating Breaking, hosting premier competitive events that celebrate the dance form’s artistry, athleticism, and cultural heritage. Through our meticulously organized competitions, we aim to provide a dynamic platform for breakers to showcase their talents, while fostering a community rooted in respect, unity, and creative expression. Our mission is to spotlight the vibrancy of breaking on a global stage, encouraging growth and appreciation for this dynamic element of hip-hop culture. For more information, visit ProBreakingtour.com.

[Appendix]

Full Cast

Concrete Dreams
Sky Brown (Skateboarding, Great Britain), Team Samsung Galaxy
Jagger Eaton (Skateboarding, U.S.), Team Samsung Galaxy
Aurelien Giraud (Skateboarding, France), Team Samsung Galaxy
Rayssa Leal (Skateboarding, Brazil), Team Samsung Galaxy
Chris Cote, Journalist
Eric Koston, Professional skateboarder

Breaking Boundaries
Sunny Choi (Breaking, U.S.), Team Samsung Galaxy
Karam Singh (Breaking, Great Britain), Team Samsung Galaxy
David “Kid David” Shreibman, B-Boy
Ken Swift, B-Boy
ROOKIE, FlowXL, Breaking crew
Wonyoung Baek, Breaking legend
Cheoljong Jeong, Breaking legend
Chris “CrosOne” Wright, Breaking legend

The Next Wave
Johanne Defay (Surfing, France), Team Samsung Galaxy
John John Florence (Surfing, U.S.), Team Samsung Galaxy
Jack Robinson (Surfing, Australia), Team Samsung Galaxy
Shaun Tomson, Surf legend
Moana Jones Wong, Professional surfer
Leah Dawson, Surfer
Ashton Goggans, Journalist

As announced earlier this year, Samsung’s official theme for the Olympic and Paralympic Games Paris 2024, ‘Open always wins,’ articulates the brand’s belief that with an open mind, every new experience becomes a meaningful achievement that opens up new perspectives and infinite possibilities. These three sports, each built with shared values and respect, embody the spirit of ‘Open always wins,’ and Samsung is committed to supporting their inspiring and close-knit communities.

“Surfing, skateboarding and breaking, though proudly unique, share a foundation,” said Stephanie Choi, EVP & Head of Marketing of Mobile eXperience Business at Samsung Electronics. “Open mindset to try new things, the determination to push the limits of what’s possible and a culture of inclusivity that embraces everyone lie at the heart of each sport. These attributes are something we at Samsung are also passionate about, and we are honored to support these three organizations and their athletes and recognize their communities — not only as the countdown to Paris 2024 continues, but as they work to open their sports to the world every day.”

Samsung will engage WSL, SLS and PBT athletes and fan bases at key events on the Road to the Games. These partnerships will come to life through a new collaborative initiative designed to spotlight the iconic figures and subcultures of each community, as well as their unique stories, which will be unveiled in April.

“We are proud to partner with Samsung to showcase our incredible athletes and their journey to Paris 2024 — and Tahiti,” said Tim Greenberg, WSL EVP, Content Strategy and Production. “Together we will celebrate surfing’s unique culture, communities and athletes in this important and exciting year for the sport.”

“Our organization was founded with the aim to foster the popularity and acceptance of street skateboarding worldwide,” said Matt Rodriguez, General Manager, SLS. “We live these values every day and are so pleased to partner with Samsung, a brand that focuses on openness and inclusivity at its core. Together, we’ll strengthen our platform, support our community and reinforce our shared belief in openness.”

“Over the past decade since our tour’s inception, we’ve witnessed an incredible evolution in our sport and culture,” said Chris Wright, also known as “Cros One,” founder of PBT. “Big shoutout to the b-boys and b-girls who push the limits of creativity and self-expression every day. Now, we’re gearing up to make history with our Olympic debut, and we’re excited that Samsung is on board to amplify this pivotal moment in our sport’s journey.”

Additional details on the community initiative and partnership activities will be shared in the coming weeks.

About Samsung’s Involvement in the Olympic Games
Samsung has been a Worldwide Olympic Partner since the Olympic Winter Games Nagano 1998. For over 25 years, athletes and fans have trusted Samsung’s transformative mobile technology to share the Olympic spirit globally and continue to shape the digital future of the Olympic Games for Paris 2024 and beyond. The company’s commitment to the Olympic Movement soon faces its fourth decade of partnership and extends through Los Angeles 2028. Samsung’s purposeful innovations in the wireless communications and computing equipment category, including equipment that features artificial intelligence, virtual reality, augmented reality and 5G will change the way the world experiences the Olympic Games.

About Samsung’s Involvement in the Paralympic Games
Samsung is a Worldwide Partner of the International Paralympic Committee (IPC) in the wireless communications and computing equipment category. Starting from Paralympic Winter Games Torino 2006, the company has proudly supported the Paralympic Movement and enabled athletes and fans around the world to share the excitement and inspiration of the Games through Samsung’s transformative mobile technology. Samsung’s commitment to the Paralympic Games will extend through to Los Angeles 2028 and be celebrated through innovative mobile and computing experiences powered by purposeful innovations in the wireless communications and computing equipment category, including equipment that features artificial intelligence, virtual reality, augmented reality and 5G.

About World Surf League
The World Surf League (WSL) is the global home of competitive surfing, crowning World Champions since 1976 and showcasing the world’s best surfing. The WSL oversees surfing’s global competitive landscape and sets the standard for elite performance in the most dynamic playing field in all of sports. With a firm commitment to its values, the WSL prioritizes the protection of the ocean, equality, and the sport’s rich heritage, while championing progression and innovation. For more information, visit WorldSurfLeague.com.

About Street League Skateboarding
Since its inception in 2010, Street League Skateboarding (SLS) has propelled street skateboarding from a collection of independent standalone events to a renowned global series. As pioneers of street skateboarding’s premium qualification system and competition format, SLS offers an amateur-to-professional pathway and creates thrilling live events across the globe. The SLS Championship Tour is recognized as the world’s premier professional street skateboarding competition. Events take place on custom-built, one-of-a-kind, SLS-certified plazas in major cities around the world, with the best in the sport competing for the highest stakes. For more information, visit StreetLeague.com.

About Pro Breaking Tour
The Pro Breaking Tour stands at the forefront of elevating Breaking, hosting premier competitive events that celebrate the dance form’s artistry, athleticism, and cultural heritage. Through our meticulously organized competitions, we aim to provide a dynamic platform for breakers to showcase their talents, while fostering a community rooted in respect, unity, and creative expression. Our mission is to spotlight the vibrancy of breaking on a global stage, encouraging growth and appreciation for this dynamic element of hip-hop culture. For more information, visit ProBreakingtour.com.