Vans
Vans, known for skateboarding, surfing, and self-expression, faced a pivotal challenge: how to expand its reach to a global audience without losing its core identity. For a brand rooted in SoCal skate culture, the question was how to preserve its authenticity while appealing to new generations and cultures worldwide.
I was tasked with crafting a global strategy that honored Vans' heritage while modernizing its voice for the future. Our mission was clear: make Vans relevant to a global audience while staying true to its DNA of creativity and individuality.
Through extensive research and conversations with both skateboarders and global experts, we uncovered Vans' true value proposition: authentic self-expression. This ethos, born in skate culture, transcends geography, generations, and creative mediums. The strategy focused on celebrating Vans’ legacy while positioning it as a brand that empowers anyone to express themselves, no matter their journey.
The result? A cohesive platform centered on creativity, individuality, and cultural progression that resonated globally.
(Key Markets: North America, United Kingdom, Berlin, Shanghai)
This Is Off The Wall
To bring the campaign to life, we cast a diverse and dynamic roster of global ambassadors who embodied Vans’ ethos of authentic self-expression. Skate team riders Beatrice Domond and Felipe Nunes brought Vans’ skateboarding legacy into focus, while British rapper Little Simz, Nigerian-American poet Salome Agbaroji, and DJ Arthur Bray represented the creative voyagers redefining culture worldwide.
Each ambassador’s story showcased the power of staying true to oneself while inspiring global audiences to do the same. The campaign spanned digital, social, and experiential touchpoints, creating a unified message: Vans is the brand for anyone seeking creativity, authenticity, and individuality.
Our teams created a global design system that got implemented in stores across the globe.
