In 2010 Zoo York gave Eli Reed his first pro skateboard, a milestone for any professional skateboarder. Zoo York was simultaneously establishing itself at different levels of distribution and established the ZY Institute line of softgoods that were only available at retailers who sold hard goods to core skate consumers. An identity and capsule of product was created and and inspired by Eli, complete with his own branding and identity.

Role: Creative Direction, Design
While staff at Zoo York Skateboards