The upcoming SBC Summit in Lisbon will feature a drop-in by one of skateboarding’s most iconic athletes.

Tony Hawk will deliver a keynote address, “What Keeps the Wheels Turning on a Global Brand,” on the second core day of the summit, scheduled for September 24-26 at Feira Internacional de Lisboa. Hawk’s keynote will take place on the Super Stage in the MEO Arena.

“I am excited to be headlining SBC Summit in Lisbon this September,” Hawk said in a statement. “Although the worlds of skateboarding and gambling might seem very different, I believe many parallels and lessons can be very relatable to companies in this industry.

“Whether it is forming long-lasting partnerships, establishing a successful and recognizable brand or maintaining relevance in a predominantly digital world, my story can provide valuable insights for all those attending.”

Hawk will speak about his introduction to professional sports as a teenager, his partnership with Activision game studios, and founding his own sporting brand. He also will share strategies for maintaining relevance through brand reinvention, and insights about the sustainability of success and innovation.

Hawk’s partnerships include founding Birdhouse Skateboards with Per Welinder in 1992,  children’s skating apparel company Hawk Clothing in 1998, and 900 Films, a media company. In 2002 Hawk launched The Skateboard Project, a nonprofit organization that helped build public skate parks for youth in underserved communities

In 1999, he partnered with Activision for Tony Hawk’s Pro Skater, a video game franchise that reported $1 billion in sales.

“Tony Hawk is undoubtedly one of the most iconic athletes of the 20th century,” said SBC CEO and Founder Rasmus Sojmark. “Not only did Tony revolutionize the world of skateboarding, but through strong branding, incredible athleticism, and genre-defining video games, he brought skateboarding into mainstream pop culture. There are certainly many lessons to be learned from this legend, and I am extremely excited to witness Tony’s headline keynote on the Super Stage.”

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