Samsung Electronics and Street League Skateboarding (SLS) have announced an expanded partnership, building on their previous collaboration to form a global alliance. The announcement was made ahead of the SLS Paris event, one of the major stops on the international skateboarding tour.
The original partnership began last year as part of Samsung’s “Open Always Wins” campaign. It aimed to highlight skateboarding culture and its worldwide impact through various activities at key events and athlete-focused storytelling. This effort helped strengthen connections between Samsung, SLS, and the broader skateboarding community.
Under the new agreement, Samsung and SLS will collaborate over multiple years with events across different continents. SLS will work with Samsung by providing ongoing cultural insights and creative input that may influence future skate-related products and marketing campaigns.
“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 of the Mobile eXperience Business at Samsung Electronics. “We are looking forward to growing this relationship and reinforcing Samsung’s long-term commitment to elevating skate culture — and to showcasing how our technology can make a positive impact through creativity, connection and community.”
Samsung also revealed that Jagger Eaton and Rayssa Leal—both two-time Olympic medalists—are joining Team Samsung Galaxy as athlete ambassadors. Eaton is recognized as a 2021 SLS Super Crown World Champion known for his versatility in competition. Leal is a three-time SLS Super Crown World Champion who is well regarded for her expressive style.
“Every session is different – new spots, new tricks, new energy,” said 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 – freedom to express yourself, to connect with people everywhere, and to keep pushing forward,” said Leal. “That’s why I’m 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.”
Frank Lamicella, Chief Executive Officer of Street League Skateboarding commented: “Skateboarding is a culture that thrives on creativity and connection. Samsung’s support and belief in our vision has 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 we are excited for what’s still to come.”
Street League Skateboarding was established in 2010 with the goal of turning street skateboarding from isolated events into an international series. The organization introduced new qualification systems and competition formats while creating opportunities for amateurs to advance professionally. Its championship tour features custom-designed venues around major cities where top athletes compete at premier levels.