the story of slam man
At The Crystal Kingdom Social Enterprise CIC, we believe that every child deserves to know they are amazing just as they are.
Our journey began in a moment of pure, uninhibited joy — when our founder, Paul Nicholls, danced through the streets of Soho with his shirt off and his tie wrapped around his head, in the now-iconic 2005 music video for Slam by Pendulum.
The video captured the hearts & admiration of millions. But more importantly, it sparked something deeper: a reminder that true happiness comes from embracing who you are without fear or judgement. The overwhelming support and comments from around the world spoke to something universal — a longing for confidence, acceptance, and freedom.
Seventeen years later, after the world had faced the isolation of a global pandemic, Paul decided to bring Slam Man back. But this time, it wasn’t just about the music. It was about using that same spirit to make a difference.
In 2022, Paul recreated the famous Slam dance, returning to the streets to raise awareness and funds for children’s mental health. It was the beginning of something much bigger. It was the spark that officially launched The Crystal Kingdom Social Enterprise CIC.
The original
Why We Exist
The Crystal Kingdom exists to reduce suicide and self-harm among children and young people. This mission is deeply personal. Paul’s younger brother tragically took his own life at just 25 years old — a devastating loss that drives everything we do today.
We know that building self-esteem, resilience, creativity and hope from an early age can change lives. And we believe the best way to support children's mental health is through positive, engaging, and empowering early intervention.
How We Help
Through a variety of creative, educational and wellbeing-focused initiatives, we support children in building self-belief, unlocking imagination, and embracing their individuality.
From storytelling to movement, from music to immersive experiences, everything we do is designed to remind children that they are unique, valuable, and loved — just as they are.
We work closely with schools, families, and communities across the UK to deliver our programmes and workshops. Our goal is to create safe, inspiring spaces where children can thrive and believe in themselves.
The Remake
Slam Man: More Than a Moment
The image of Paul — Slam Man — dancing like nobody’s watching has become a symbol for everything The Crystal Kingdom stands for: courage, self-expression, and unconditional self-worth.
That moment in 2005, and its powerful recreation in 2022, represent the very heart of our message:
You don’t need to change who you are to be incredible. You already are.
We continue to carry that message forward every day through our work — helping to shape a generation of young people who know their worth, believe in their dreams, and have the strength to face the challenges life brings.
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