In April 2024, during the NFL Draft hosted in Detroit, Roller Skate Detroit partnered with Somerset Collection to activate the Detroit Shop experience near the Draft corridor.
A team of fifteen skaters, including brand ambassadors and shift managers, moved through the Woodward Avenue corridor interacting with visitors and guiding attendees toward the Somerset activation.
The skaters appeared in referee uniforms, creating an instantly recognizable presence during one of the largest public events in the city’s history.
Over the course of the week the team became a familiar sight throughout downtown. Visitors stopped to dance, share stories, and take photos as the skaters moved through the crowd distributing footballs and connecting with fans.
The activation was organized with a rotating shift structure that allowed the team to maintain energy and professionalism throughout the multi-day event.
Each skater was compensated professionally for their participation, with shifts ranging from three to fifteen hours depending on availability. For many, it marked one of the first times their skating had been recognized as paid work rather than simply performance.
Local media outlets and visitors shared footage of the activation across television and social media throughout the week.
Following the success of the NFL Draft activation, Somerset Collection invited Roller Skate Detroit back later that year to participate in the Everything Detroit exhibit inside the mall, marking the first time roller skaters performed inside Somerset Collection.
The week demonstrated how skating culture continues to shape Detroit’s identity across generations.
Recognition was not the objective.
It was the result of disciplined work meeting the right moment.