Vans recently launched its groundbreaking advertising campaign, 'Always Pushing,' designed to revolutionize storytelling through a blend of physical and digital experiences. This campaign represents a significant shift for the brand, emphasizing the forward-thinking and energetic spirit that has been a cornerstone of skateboarding and popular culture since Vans' founding in 1966.
To lead this transformation, the company has appointed a new president to oversee the Vans brand. Additionally, VF Corporation has launched a comprehensive initiative to reposition Vans as a central element of its broader transformation program. This program also includes other iconic brands under the VF Corporation umbrella, such as The North Face and Timberland.
'Always Pushing' celebrates the progressive mindset and hopeful spirit of youth that have driven the skateboarding community since Vans' inception. It inspires the Vans family to make a difference, shape their envisioned future, and drive societal influence towards their aspirations.
Skateboarding-Inspired Ads
Vans Launched the ‘Always Pushing’ Ad Highlighting Skating Culture
Trend Themes
1. Digital-physical Integration - Vans' campaign merges physical and digital experiences, enhancing brand storytelling in innovative ways.
2. Youth-centric Branding - The 'Always Pushing' campaign highlights how brands can leverage the hopeful and progressive mindset of the youth.
3. Reimagined Leadership - Appointing new leadership to spearhead brand transformation heralds a strategic shift towards more innovative brand positioning.
Industry Implications
1. Footwear - The campaign exemplifies how footwear brands can connect with cultural movements to stay relevant.
2. Advertising - Vans' approach showcases the potential of blending digital and physical elements in advertising.
3. Apparel - Repositioning Vans within VF Corporation indicates a broader transformation across interconnected lifestyle brands.