Role: Strategist | Art Director
Vans Pro Classics are the original shoes Vans made for skateboarding by listening to skateboarders, now revamped with the input from modern-day skateboarders. The modern-day skateboarder isn't just a skateboarder anymore, and they don't wear Vans just for skateboarding. There is more to Vans culture than just skateboarding.
Leveraging The Culture
Skateboarding is increasingly mainstream, and as it grows, local scenes and contributions have become more and more important to this audience. Is there a way to leverage local actions to tell a broader, unifying story?
Well, yes there is, the modern-day skateboarder is more than just a skateboarder. They are in bands, are painters, photographers… they are multidimensional people with many different hobbies.
Vans "Off The Wall" culture is all about being eccentric and unconventional or just "one of a kind." Our target audience all have something they do between skateboarding, so showcasing their respective side hustles that allow them to express themselves can allow us to leverage this culture.
The modern-day skateboarder is more than just a skateboarder.
Vans Pro Classics are durable and comfortable enough to wear all day, whether you are skateboarding or doing what makes you "Off The Wall".
Everything In Between is an opportunity to show consumers that we heard them and understand that the modern skateboarder needs a versatile shoe that can keep up with their lifestyle.
Tagline: Made For Everything In Between
Print Campaign - Gold
Out of Home Campaign - Gold
Print Campaign - Silver