Purpose The purpose of this paper is to examine how skateboarding as a community, sport and cultural phenomenon can become integrated into and drive the development, branding and marketing of a city (Malmo). Design/methodology/approach This paper is produced through a communicative co-constructed process of one scholar and one practitioner within the skateboarding field. Through the narrative told by the practitioner, and with basis in the established understanding and conceptualization of place marketing through sport, success factors of the skateboarding initiatives in Malmo are identified. Findings The skateboarding story of Malmo fits well into the established conceptualization of place branding and marketing, neoliberalism and urban entrepreneurialism. Also, it demonstrates the power of a unique user-driven partnerships between skaters, a non-profit organization and public institutions to create a skateboard-friendly city and as a consequence a strong internationally renowned skate-image. The multi-level, multi-content approach is founded in shared values and mutual benefits. Instead of fitting a phenomenon into an outward-oriented image-strategy, skateboarding as a sport and culture has been allowed to develop organically, creating a credible and unique image for Malmo. Originality/value This study adds to the literature on sport and city marketing/branding by developing a deeper, empirically founded, understanding of how to combine top-down and bottom-up approaches in urban development, marketing and branding. The results have scientific as well as practical value.