Paris, October 2025 – Samsung Electronics has announced the expansion of its partnership with Street League Skateboarding (SLS) into a long-term, global alliance. The collaboration celebrates shared values of creativity, innovation, and openness, while reinforcing both brands’ commitment to the skateboarding community worldwide.
Originally launched under Samsung’s “Open Always Wins” campaign, the partnership highlighted the culture and influence of skateboarding through athlete-led storytelling and event activations. With the renewed agreement, Samsung and SLS are extending their collaboration across continents, combining cultural insight and creative innovation to inform skate-specific product features and marketing campaigns.
“From the start, our partnership with Street League Skateboarding has been rooted in authenticity, innovation, and a shared passion for openness,” saidStephanie Choi, EVP & Head of Marketing, Mobile eXperience Business, Samsung Electronics. “We look forward to strengthening this relationship, elevating skate culture, and showcasing how our technology empowers creativity, connection, and community.”
As part of the expanded partnership, Samsung has welcomed two-time Olympic medalists Jagger Eaton and Rayssa Leal as Team Samsung Galaxy athlete ambassadors. Eaton, a 2021 SLS Super Crown World Champion, and Leal, a three-time SLS Super Crown World Champion, exemplify the spirit of skateboarding and the pursuit of excellence.
“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 the same belief that openness drives creativity, connection, and growth in skateboarding and beyond.”
Rayssa Leal added, “Skateboarding is about freedom, self-expression, and connection. Partnering with Samsung, a brand that values openness as much as I do, is exciting. Together, we can inspire the next generation of skaters to create, connect, and share their style with the world.”
With this global partnership, Samsung continues to demonstrate its commitment to supporting skate culture, innovation, and community engagement, blending technology and sports to inspire fans and athletes alike.
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