Vans Debuts New Storytelling Direction That Celebrates Pushing Limits

The new platform represents the first step in an overall marketing shift for the skate brand.

Vans is reinventing its storytelling platform.

The VF Corporation-owned brand on Tuesday rolled out “Always Pushing,” a new creative direction that will guide the brand’s storytelling capabilities, events, experiences and special product releases through summer and fall 2024. The new approach emphasizes the “youthful optimism” of skateboarding culture and honors the idea of pushing the limits in skateboarding and beyond.

“Always Pushing” launches with a hero story at The Bunt Jam, a music and skateboarding in Toronto this weekend. Vans will continue to connect with consumers via events surrounding fashion, sports and culture.

“Our mission is to inspire and empower our consumers to live ‘Off The Wall,’ embodying the relentless determination to push things forward,” said Vans global chief marketing officer Drieke Leenknegt in a statement. “This progress is fueled by partnering with athletes and creatives who bring unique perspectives to the forefront and inspire the next generation in how they view the world differently.”

The campaign was developed in partnership with ALEX/2TONE, a creative director and co-founder of Los Angeles streetwear brand Born X Raised. It features an accompanying campaign video with music by Paris Texas. The marketing platform will feature several skateboarders such as Lizzie Armanto, Elijah Berle, Mami Tesuka, Zion Wright, Willow Voges Fernandes, Hugo Westrelin, Tania Cruz, Rio Morishige, Beatrice Domond and Curren Caples alongside other skate legends and artists who live the “Always Pushing” motto.

The new platform represents the first step in an overall marketing shift for the skate brand. In VF’s most recent earnings call in May, chief executive officer Bracken Darrell said than Vans would pivot to a marketing plan that emphasizes fewer, more powerful stories.

“We’re simplifying our storytelling,” Darrell said. “We used to have 274 stories in one season. When you have 274 stories in 6 months, you’re probably not telling any of them well. We’ve simplified it to a handful of powerful key stories, concentrating our investment.”

The marketing shift is just one element of a broad turnaround taking place at Vans. VF last year laid out a plan to reinvigorate its struggling Vans brand and identified several missteps, including not innovating enough, becoming dependent on classics and becoming less strategic about where the brand shows up in the marketplace. In late May, Lululemon’s former chief product officer Sun Choe was appointed as Vans’ new global brand president – a role that has been vacant since Kevin Bailey stepped down in October. The move is effective in late July.