DC Shoes Athlete Makes Impression by Surfing Wave on Motorbike

Founded in 1994, the Huntington Beach, Calif.-based DC Shoes has become a global leader in performance skateboarding shoes and a renowned action sports brand. Its product line includes men’s, women’s and kids’ shoes, apparel, snowboards, snowboard boots, outerwear and accessories. To enhance its brand, develop its signature products and support its promotional efforts, DC has built a world-class team of professional skateboarding, snowboarding and motocross athletes.

One of those athletes sponsored by DC is Robbie “Maddo” Maddison, a record-breaking, modern day Evil Knievel; Maddison has won numerous X Games and FMX competitions and had fulfilled his personal “Pipe Dream” by successfully surfing a 30-foot wave on a motorbike in Tahiti, a highly publicized event that drew excitement from around the world. As DC’s public relations (PR) agency of record, Master Plan Communications (MPC) in Rancho Santa Margarita, Calif. was tasked with leading and launching the “Pipe Dream” PR campaign for DC Shoes.


The Solution
With only two and a half months to prepare for the official launch of the campaign, MPC followed the approved strategic PR plan and used every means possible to gain the attention of its targeted media. These tactics included such tactics as news releases, pitching to all media types (print, online, TV, radio, etc.), social media engagement, personal interviews, press tours and a premiere launch party.


Based on MPC’s and DC’s goal of 50 media placements and at least 30 million collective, the PR campaign garnered the following results:

  • The MPC team secured more than two-dozen interview opportunities for Maddison consisting of email, in-person, phone and Skype interviews.
  • The MPC team secured more than six billion impressions with a total of 1,164 coverage hits to-date.
  • DC’s “Pipe Dream” generated more than 40 million comprehensive views in less than one month. The view figures were collected from DC’s YouTube channel, Yahoo!’s GrindTV and ESPN.

As a result of “Pipe Dream,” the DC team was able to push this news out globally with a marketing communications campaign announcing the “Pipe Dream” video and its “Behind the Dream: The Making of Robbie Maddison’s Pipe Dream” three-part series. From Good Morning America, CNN, BBC, Men’s Fitness, Cosmopolitan and countless other media outlets around the world, “Pipe Dream” garnered press coverage from all over the world.

“We were confident that MPC could meet the challenges and achieve the goals that DC set,” said DC Shoes’ Vice President of Marketing, Megan Easley. “They not only met those challenges, but they went beyond our expectations. We couldn’t have asked for a better outcome. The DC team considers everything MPC did a success.” DC Shoes