Vans recently announced its Always Pushing campaign which is a new way to the brand's storytelling. The inspiration that fuels this stems from the freedom and passion that is fostered in skateboarding culture. Always Pushing explores the content that honors global skate crews and other cultural icons with the collaboration of creative director ALEX/2 TONE and music by Paris Texas.
Drieke Leenknegt, Global Chief Marketing Officer at Vans speaks about the campaign: "Our mission is to inspire and empower our consumers to live ‘Off The Wall,’ embodying the relentless determination to push things forward. 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."
Global Storytelling Initatives
Vans Announces its Narrative-Centric Always Pushing Campaign
Trend Themes
1. Narrative-driven Marketing - Brands are increasingly adopting storytelling techniques centered around their core culture to create deeper consumer connections.
2. Cultural Icon Collaborations - Partnerships with notable cultural figures are becoming a vital strategy for brands to infuse authenticity and broaden their appeal.
3. Skateboarding Lifestyle Involvement - Incorporating elements from skateboarding culture is redefining branding efforts, resonating strongly with youth and creative communities.
Industry Implications
1. Sportswear - The blending of sports lifestyle and storytelling is shaping the narrative surrounding athletic and leisure wear brands.
2. Music and Entertainment - Collaborations with musicians and directors are driving brand narratives and reaching diverse audience segments.
3. Youth Culture - Brands targeting younger demographics are leveraging subcultures like skateboarding to foster community and loyalty.