Lodge 212 Gets Off the Ground with DC Shoes

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DC Shoes "Great Wall/Danny"
On July 9, pro skateboader Danny Way will jump the Great Wall of China in an event sponsored by extreme sports outfitter DC Shoes. No kidding.

To promote the jump, DC is rolling out two spots created by Lodge 212, an independent New York boutique launched earlier this year by Michael Haje and Con Williamson, who by day are a creative team at JWT/N.Y. The spots, the first work out of the new shop, were directed by Williamson and feature a message from the "Chinese Minister of Extreme Sports," who explains the jump and reminds viewers that their "mandatory support of Danny Way is greatly encouraged."

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