Nescafé: Giving urban sport a bigger stage

Creating an urban-sport platform

Nescafé Urban Movement brought BMX, roller-skating and skateboarding communities together in one place. The event gave young athletes a public spotlight to pursue their ambitions and helped amplify the wider urban-sport movement.

• BMX
• Roller skating
• Skateboarding
• A shared event for Myanmar’s urban-sport youth

Acquiring new RTD audiences

Ready-to-drink coffee is made for people on the go. As younger audiences became more active and increasingly willing to pursue less conventional sports, Urban Movement connected Nescafé with people who were fearless about taking opportunities and working towards goals through their passion.

Audience and earned visibility

The event attracted Millennial and Gen Z viewers and was featured by local news media for its distinctive format. That visibility extended the platform beyond the athletes and spectators gathered at the event itself.