Samsung and Street League Skateboarding Expand Partnership To Support Global Skateboarding Community

New long-term partnership — announced at Street League’s Paris stop — celebrates a shared belief in openness, and a commitment to creativity, connection and culture

PARIS, France– Oct. 10, 2025 – Samsung Electronics Co., Ltd. and Street League Skateboarding (SLS) today announced the expansion of their existing partnership into a global alliance. United by shared values of creativity, innovation and openness — as well as a deep respect for the skateboarding community — the renewed partnership marks a significant milestone for both brands. A reflection of Samsung’s broader efforts to use technology and innovation to positively impact people’s lives, the news was shared ahead of the first day of competition at SLS Paris, which is one of the most anticipated stops on the global skateboarding tour.

The initial partnership, launched early last year as part of Samsung’s “Open Always Wins” campaign, proudly celebrated the unique culture and global influence of skateboarding. With activations across key events and athlete-led storytelling, the program fostered a powerful connection between Samsung, SLS and the broader skateboarding community.

Now, Samsung and SLS are taking that momentum to the next level with a long-term, multi-year global partnership that spans events across continents. As part of the agreement, SLS will provide Samsung with year-round cultural insight and creative collaboration to inform skate-specific product features and campaigns.

"From the start, our partnership with Street League Skateboarding has been rooted in authenticity, innovation, and a shared passion for openness," said Stephanie Choi, EVP & Head of Marketing of the Mobile eXperience Business at Samsung Electronics. "We are looking forward to growing this relationship and reinforcing Samsung’s long-term commitment to elevating skate culture — and to showcasing how our technology can make a positive impact through creativity, connection and community.”

Samsung also announced that two-time Olympic medalists Jagger Eaton and Rayssa Leal are joining Team Samsung Galaxy as athlete ambassadors. Eaton, a 2021 SLS Super Crown World Champion, is one of the sport’s most dominant and versatile competitors. Leal, a three-time SLS Super Crown World Champion and one of the most decorated skaters in SLS history, continues to inspire fans around the world with her bold, expressive style. Their return underscores Samsung’s long-term investment in skateboarding culture and community.

"Every session is different – new spots, new tricks, new energy,” said Eaton. “To keep progressing, you have to stay open to it all. That’s why this partnership with Samsung is so special. They share that same belief that openness drives creativity, connection, and growth in skateboarding and beyond."

"Skateboarding is about openness – freedom to express yourself, to connect with people everywhere, and to keep pushing forward,” said Leal. “That’s why I’m excited to team up with Samsung, a brand that believes in openness as much as I do. Together, we can inspire the next generation of skaters to create, connect, and share their style with the world."

"Skateboarding is a culture that thrives on creativity and connection," said Frank Lamicella, Chief Executive Officer of Street League Skateboarding. "Samsung’s support and belief in our vision has been instrumental in helping us elevate the experience for skaters and fans alike. This expanded partnership is a testament to the impact we’ve already made together, and we are excited for what’s still to come."

About Samsung Electronics Co., Ltd.

Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, digital signage, smartphones, wearables, tablets, home appliances and network systems, as well as memory, system LSI and foundry. Samsung is also advancing medical imaging technologies, HVAC solutions and robotics, while creating innovative automotive and audio products through Harman. With its SmartThings ecosystem, open collaboration with partners, and integration of AI across its portfolio, Samsung delivers a seamless and intelligent connected experience. For the latest news, please visit the Samsung Newsroom at news.samsung.com

About Street League Skateboarding

Since its inception in 2010, Street League Skateboarding (SLS) has propelled street skateboarding from a collection of independent standalone events to a renowned global series. As pioneers of street skateboarding’s premium qualification system and competition format, SLS offers an amateur-to-professional pathway and creates thrilling live events across the globe. The SLS Championship Tour is recognized as the world’s premier professional street skateboarding competition. Events take place on custom-built, one-of-a-kind, SLS-certified plazas in major cities around the world, with the best in the sport competing for the highest stakes. For more information, visit StreetLeague.com.