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Volume 26 No. 113
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Tony Hawk, Bagel Bites Reunite For New Campaign Focusing On Dads

Tony Hawk is reuniting with Bagel Bites for a campaign that "pokes fun at his earlier run with the brand" in '02, according to Jessica Wohl of AD AGE. The new effort focuses on Hawk's "role as a dad and on dads in general, albeit with a bit of skating." The campaign comes from creative agency D/CAL, which Hawk "co-founded last year." Bagel Bites Brand Manager Kat Goodman said that her team "got in touch with D/CAL to see if they would want to collaborate." Hawk said every once in a while, he will "go to the store and buy Bagel Bites and post it on my social media." Hawk: "It's tongue in cheek. I'll use a hashtag like 'never forget.'" Hawk said he was "hoping they saw that at some point and got the idea" for the new campaign. Hawk: "They approached me and said they'd like to do something that is more about you being a father, and I do that more than I skate these days, so I thought that would be a great opportunity." He added through the years, "especially navigating corporate sponsorships and other types of promotions, and doing my own social media, I've learned that I can be authentic and still be promoting things" (ADAGE.com, 6/6).