Golden Goose celebrated the premiere of its first skate film, “Hold On: Enjoy the Ride, It Never Ends,” with an exclusive event at The Flower Shop in New York on Wednesday.
Directed by Erik Bragg and Chris Gregson, with photography by skater and photographer Arto Saari, the short film stars Golden Goose global brand ambassadors and Olympic medalists Cory Juneau and Keegan Palmer, alongside Rune Glifberg and Evan Mock.
According to the Italian footwear brand, the film “explores themes of personal growth and connection that serves as a tribute to the enduring bonds forged on four wheels.” Set against the backdrop of the 2024 Copenhagen Open, “Hold On” follows the cast of skaters as they carve through the streets of Europe — from Copenhagen to Berlin, Innsbruck to Athens.
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Marco Neroni, chief brand officer of Golden Goose, told WWD sister publication FN in an interview that the film was a way to explore and celebrate the brand’s skate roots.
“With this project, we wanted to create a behind-the-scenes look at skateboarding,” Neroni said. “Specifically exploring why these skate kids are traveling the word just to perform the craziest tricks in a place they’ve never been before. And as soon as they’ve done that trick, they move on to a new place. It’s a sense of both being together with other skaters and the sense of proving themselves that they can do the impossible.”
In addition to the film, Golden Goose is extending its celebration of skate culture at its New York City SoHo store, where visitors can play the “Tony Hawk’s Pro Skater 3 + 4” game in a dedicated skate-inspired gaming corner through Sunday. The space showcases exclusive merchandise including a selection of Ball Star Pro sneakers and ready-to-wear pieces worn by Glifberg in the game.
Outside of skate, Neroni said the company is looking to enter the racquet sports category as padel, tennis and pickleball continue to gain popularity.
“Racquet sports have really become a sort of ‘playground’ for our community of customers. They’re really enjoying padel and tennis, especially,” Neroni noted. “So, for us, it presents a great opportunity to expand the brand out into this area with both product and experiences.”
The executive added that the brand will release a range of product in September that consumers can wear on the court. A Golden Goose-branded padel court is also expected to open in Milan in the near future, Neroni teased.
“We wanted to create a 360-degree lifestyle around padel, which is something that is really missing,” Neroni added.