Samsung and Street League Skateboarding Expand Partnership Into Global Alliance
Samsung Electronics and Street League Skateboarding (SLS) today announced an expanded global partnership, building on their shared commitment to creativity, innovation, and openness — and their mutual respect for the global skateboarding community.
Unveiled ahead of the opening day of SLS Paris, one of the most anticipated stops on the international skateboarding tour, the renewed partnership marks a significant milestone for both brands. It reflects Samsung’s broader mission to use technology and innovation to positively impact people’s lives and communities around the world.
From Collaboration to Global Alliance
Launched last year as part of Samsung’s “Open Always Wins” campaign, the initial partnership celebrated skateboarding’s unique culture and global influence through athlete storytelling, live event activations, and community engagement.
Now, that collaboration is scaling up. The new multi-year global alliance spans continents and deepens creative collaboration between Samsung and SLS. Under the agreement, SLS will provide Samsung with year-round cultural insights and creative input to help shape skate-specific product features and campaigns — ensuring authenticity and connection with the skateboarding world.
“From the start, our partnership with Street League Skateboarding has been rooted in authenticity, innovation, and a shared passion for openness,” said Stephanie Choi, EVP & Head of Marketing for Samsung’s Mobile eXperience Business.
“We’re excited to grow this relationship and reinforce Samsung’s long-term commitment to elevating skate culture — and to showcase how our technology can make a positive impact through creativity, connection, and community.”
Team Samsung Galaxy Welcomes Skateboarding Champions
As part of the announcement, Samsung introduced two Team Samsung Galaxy athlete ambassadors — Jagger Eaton and Rayssa Leal, both two-time Olympic medalists and world champions.
Eaton, a 2021 SLS Super Crown World Champion, is one of skateboarding’s most consistent and versatile athletes. Leal, a three-time SLS Super Crown World Champion, has become one of the sport’s most inspiring figures, known for her expressive style and fearless energy.
Their addition to Team Samsung Galaxy underscores the brand’s continued investment in skateboarding culture, youth creativity, and community empowerment.
“Skateboarding thrives on creativity and connection,” said Frank Lamicella, CEO of Street League Skateboarding.
“Samsung’s support and belief in our vision have been instrumental in helping us elevate the experience for skaters and fans alike. This expanded partnership is a testament to the impact we’ve already made together — and the exciting possibilities ahead.”
Voices from the Team
“Every session is different — new spots, new tricks, new energy,” said Jagger Eaton. “To keep progressing, you have to stay open to it all. That’s why this partnership with Samsung is so special. They share that same belief that openness drives creativity, connection, and growth — in skateboarding and beyond.”
“Skateboarding is about openness — the freedom to express yourself, to connect with people everywhere, and to keep pushing forward,” added Rayssa Leal. “That’s why I’m so excited to team up with Samsung, a brand that believes in openness as much as I do. Together, we can inspire the next generation of skaters to create, connect, and share their style with the world.”
Looking Ahead
As Samsung and SLS take their partnership global, their shared mission remains clear: to celebrate skateboarding as a culture of creativity and openness, and to inspire the next generation of athletes and fans through the power of technology, storytelling, and community.
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.
