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Primo is a company that tailors to the initial fears behind skateboarding. Primo provides a product, service, and social platforms to guide beginners through the challenges harnessing their behaviour in a constructive pathway to optimize their success and safety. 


For 8-14-year-olds youth and their parents, fear of sports injury and fear of failure is a huge deal. instead of convincing that they are supposed to be fearless over all the risks, Primo tells them it’s okay to feel fear, the point is how to manage it. 


Poster for the store


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