Samsung is launching a new campaign entitled ‘First Flips’ to get people skateboarding as part of a pre-Olympics drive.

Tying in with Samsung’s broader ‘Drop 24’ platform to boost awareness of the Samsung Flip 5, the spot has been created in collaboration with Skateboard GB and global connective network Iris.

Running until early July, the ‘First Flips’ spot will leverage organic social media content via prominent talents Instagram, TikTok and YouTube channels, to help reach Gen Z.

It taps into YouTuber Yung Filly, rapper ArrDee and model and director Mia Regan and sees them embark on a skateboarding journey guided by Samsung’s Team Galaxy skate talent.

Each personality will receive a personalised skateboard and Samsung Flip 5 to track their journey with a member of Samsung’s Team Galaxy Skate. Mia Regan will be coached by Stef Nurding, Yung Filly will be coached by Ashley Mercer and ArrDee will be coached by Riane Evans.

@arrdeetik My first unboxing… Haven’t skated in 10 years what could go wrong? ???????? @SamsungUK #ad ♬ original sound – ArrDee

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“We are thrilled to launch ‘First Flips’ in partnership with Skateboard GB and Iris,” said marketing and omnichannel director Annika Bizon.

“This campaign not only showcases the innovative features of the Galaxy Z Flip5, but also supports the growth of skateboarding among Gen Z in the UK.”

“Our goal is to create meaningful connections with Gen Z by tapping into their passions and interests,” she said, adding that ‘First Flips’ represents the tech firm’s “commitment to innovation” and its “dedication to supporting emerging sports and cultural movements”.

Iris head of PR and partnerships Rachel Byles said the campaign “highlighted the creativity and resilience of our content creators”.