Hyundai has launched a new marketing campaign for the new Santa Cruz Sport Adventure vehicle.

The Santa Cruz is inspired by the city it is named after and the passion for adventure that lives there. In the marketing launch for its first-ever Sport Adventure Vehicle, Hyundai is partnering with former professional Skateboarder and documentary Filmmaker, Stacy Peralta, and local legends of Santa Cruz, California, U.S.A to show how their spirit of adventure carries into the journeys the segment-defining vehicle can deliver.

The digital-led campaign launches with a long-form digital video, Journey Through Santa Cruz, starring professional Surfer Matt Rockhold, Artist Jimbo Phillips and female Skate Crew Lady Lurkers. These Santa Cruz locals embody the vehicle's intent, showing how it is equally at home in urban and adventure settings.