Now that the long-awaited Tokyo Summer Olympics are underway, GUESS focuses on the groundbreaking addition of skateboarding to the games, honoring it through the “Summer Games Collection”. The brand partnered with famous skate photographer [Atiba Johnson](https://www.instagram.com/atibaphoto/?hl=en) as they developed their carefully authentic campaign featuring skateboarders [Alex Midler](https://www.instagram.com/alexmidler/?hl=en), [Boo Johnson](https://www.instagram.com/boojohnson/?hl=en), [Zach Saraceno](https://www.instagram.com/zachsaraceno/?hl=en), [Ish Cepeda](https://www.instagram.com/ishcepeda/?hl=en), [Briana King,](https://www.instagram.com/brianaking/?hl=en) [Dayana Young](https://www.instagram.com/tweakermom/?hl=en), and [Nico Hiraga](https://www.instagram.com/nicotheduffer/?hl=en).
Inspired by the GUESS Worldwide collection of 1989, the collection brings back nostalgia of another moment of international history. The retro graphics blend a timeless idea of unity. _Flaunt_ had a chance to talk to Director of Brand Partnerships, Nicolai Marciano about this refreshing and relevant collection.
**Why did you choose the 1989 collection specifically to revive? How is it revived in a modern way?**
It has been one of my favorite graphic stories in the archive for a really long time, the whole Guess Worldwide branding with all the different country flags. We have been saving it for a moment that deserved it. We want to augment things from our past, not completely rewrite over our history. The graphic story is timeless to me, and the silhouettes we used are from that era but current today with our audience.
**How did you incorporate skate culture into the new line?
**We incorporated it by paying homage to the sport with our creative direction around the campaign. The faces of the campaign are pro skaters and the photographer, Atiba Jefferson, is one of the most coveted shooters in the skate world. The decision to lean into skate aligned to our roots as a SoCal brand and skateboarding is an Olympic Event for the first time in 2021. We felt like this was a great moment to celebrate skate.
**How did Atiba Johnson embody and capture the series?
**Atiba is skate culture. He knows how to get the best out of skaters and the movement. With someone as talented and experienced as him in such a niche area, we got aligned on some hero moments and let him work his magic.
**Why was it important to use established skaters as models for the collection?
**Photoshoots always resonate better when the talent is put in a position to be themselves. Getting Atiba to shoot it, we knew we wanted to give him real skaters to work with so we recruited some of the best in Los Angeles — including Alex Midler, Boo Johnson, Zach Saraceno, Ish Cepeda, Briana King, Dayana Young and Nico Hiraga. Celebrating skate in tandem with the summer games, we wanted to create something that was really authentic and representative to that world.
The collection is available for purchase through [GUESS online](https://www.guess.com/us/en/originals/originals/guess-originals) and in your local retail store.
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