Marketing & event specialists
what we do
From grassroots community building to mega events and Olympic-level competitions, we specialise in cultural translation—bridging authentic street skateboarding communities with government agencies, corporate partners, and mainstream audiences across the globe.
Cultural Activations
Regional Competition Series
Strategic Consulting
Japan
UPRISING Tokyo
Rakuten hired Millennial to deliver a professional street skateboarding contest at Tokyo's Ariake Arena, featuring elite international talent. Working with California Skateparks, we designed a custom concrete course recreating iconic skate spots from around the world, alongside a Skateboarding Hall of Fame exhibition honouring Shogo Kubo—Japan's first pro skater. The main event was won by Olympic champion Yuto Horigome. A parallel juniors contest spotlighted emerging Japanese talent.
China
Grand Masters
In partnership with Avenue & Son—one of China's most iconic skateboard brands—we conceptualised and delivered Grand Masters at Aranya Resort outside Qinhuangdao. The event brought together skaters from across Asia for an authentic celebration of raw street skateboarding culture. We enlisted the region's best skateboarding photographers and filmers to document what became one of 2023's wildest skate events in Asia-Pacific.
ASIA
MASS SERIES
Our flagship MASS competition series launched in July 2022, providing all-ages, all-skill-levels skateboarding contests across Asia-Pacific. Starting with Hanoi Skatepark's grand opening, the series has grown through events in Bali's Bangli district and Singapore's first combined street and park competition.MASS Singapore 2024 attracted 179 competitors from 13 countries, with traveling contingents from Japan, Thailand, Indonesia, China, the Philippines, and Malaysia.
FESTIVALS
HAMILTON ROAD
In 2025, working with Design Singapore and Enterprise Singapore, and LOPELABS, we created The Urban Picnic Skate Jam as part of Find Your Folks @ Jalan Besar during Singapore Design Week.This two-day street festival transformed Hamilton Road into a community gathering space, featuring skateboarding competitions, alongside local artists, food vendors, and neighbourhood activities that celebrated Jalan Besar's cultural heritage.Rice Media's coverage positioned the event as a case study in placemaking, highlighting how street festivals create "genuine communal belonging" in a city often prioritising efficiency over cultural connection.
authentic experiences
BEYOND CONTESTS
We design experiences that translate skateboarding culture for diverse audiences—from intimate community gatherings to large-scale festivals. Our work spans cultural exhibitions and youth development programmes to brand activations that prioritise genuine engagement over manufactured moments. Each project celebrates skateboarding's roots whilst creating accessible entry points for new audiences.
CULTURAL PROGRAMMING
YOUTH DEVELOPMENT
BRAND ACTIVATIONS
Our Network
CLIENTS & PARTNERS
Working with world-class brands, forward-thinking government agencies, and grassroots organisations
STRATEGIC PARTNERSHIPS
CONSULTING & ADVISORY
Our expertise has been sought by government agencies, national governing bodies, brands, developers, and resorts looking to authentically engage skateboarding communities across Asia-Pacific.
Projects range from skatepark design and community research to high-performance programme development, athlete endorsement frameworks, and event IP creation that serves both commercial objectives and community needs.
ORGANIC MEDIA
online community
We manage the largest Asia-focused skateboarding media platform, reaching communities across the region through event coverage, cultural programming, and online initiatives.From supporting NGO fundraising efforts (Skateistan, The Skatepark Project) to creating online contest formats, we amplify skateboarding culture whilst connecting communities that traditional media overlooks.
Press
MEDIA COVERAGE
The Japan Times
"With three reigning Olympic champions and some of the sport's fastest-rising stars among its ranks, Japan is widely regarded as one of skateboarding's global hot spots."
- Coverage of Uprising Tokyo 2023
Rice Media
"Besides Find Your Folks, Singapore's growing calendar of street festivals and pop-up community gatherings continues to reimagine public spaces as canvases for culture and connection."
- Why Street Festivals Matter in a Singapore That Keeps Forgetting Its Soul
CONTACT
LET'S WORK TOGETHER
MILLENNIAL is led by Hass Aminian, who spent a decade each at IMG and SPORTFIVE before founding the company. With experience spanning major sports properties and grassroots initiatives, he has advised leading organisations on event creation and IP development.
Recent clients include Singapore Government, Shanghai Sports Bureau, Rakuten, Vans, Nike SB, Kia, and ISF Cambodia—an NGO focused on youth development.Whether you're planning a regional championship, developing a skatepark, or looking to authentically engage skateboarding communities across Asia-Pacific, we'd love to hear from you.
Photos on this site, courtesy of professionals we work with, such as Bryce Kanights, Kenji Huarta, Yoshio Yoshida, Jason Halayko, Hideki Ishii, Kevinaldi Hunto, Wee Sharif, and many more.Find and follow them on IG
Thank you
Follow along as we build skateboarding infrastructure and community across Asia-Pacific. Connect with us for event updates, regional insights, and opportunities to get involved.