Inspired by the freedom, passion, and
progression fostered in skateboarding, "Always Pushing" is a
tapestry of content celebrating global skate crews and cultural
catalysts developed in partnership with creative director
ALEX/2TONE featuring music by Paris
Texas
WATCH "ALWAYS
PUSHING":
https://www.youtube.com/watch?v=RhKnkB0KQIo
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COSTA
MESA, Calif., July 16,
2024 /PRNewswire/ -- Ask any skater: the good
stuff happens when you push the limits in pursuit of progression.
When you engage in constant forward motion, honoring and respecting
tradition but building on it as you go. This fiercely
forward-thinking ethos — in skateboarding, art, music and
everything in between — is at the heart of Vans' longstanding "Off
the Wall" mindset and at the core of Vans' new approach to
storytelling launching with "Always Pushing."
"Always Pushing" is an ode to the free-spirited attitude of
progression and youthful optimism that has driven skateboarding
culture - and, by extension, popular culture - forward since Vans
was founded in 1966. It's a call to action to the Vans community to
create the future they want to see and push culture in the
direction they want it to go.
In support of this creative charge, Vans has tapped a wide array
of creatives that embody the "Always Pushing" ethos. "Always
Pushing" is a tapestry of content that spans cities worldwide, from
Paris to LA and Tokyo. It was developed in partnership with
ALEX/2TONE, a creative director, director, visual and graffiti
artist, and designer who's the creative force behind — and
co-founder of — legendary LA streetwear brand Born X Raised.
Joining him are Vans Skate team riders Lizzie Armanto, Elijah
Berle, Mami Tesuka, Zion
Wright, Willow Voges
Fernandes, Hugo Westrelin, Tania
Cruz, Rio Morishige,
Beatrice Domond, Curren Caples alongside skate legend
Tony Alva, rap duo Paris Texas (who soundtracked the campaign),
photographer and Vans Brand Curator Atiba
Jefferson, artist Jahlil
Nzinga and a wide array of global skateboarders, BMXers, and
creatives who embody the "Always Pushing" ethos through their
commitment to fearless progression.
"Our mission is to inspire and empower our consumers to live
'Off The Wall,' embodying the relentless determination to push
things forward," shares Drieke Leenknegt, Vans Global Chief
Marketing Officer. "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."
Launching today with one hero story and thematic extensions
through fall, "Always Pushing" brings Vans mission to life with all
the optimistic, irreverent, and free-spirited moments that capture
the collective attitude of Vans' global community. Hyperlocal and
unique media plans will bring the stories to fans and newcomers
worldwide during cultural milestones across fashion, as seen with
the OTW by Vans experience in Paris this past June, iconic sports moments
scheduled this summer, highly anticipated cinema releases, and The
Bunt Jam - seamlessly integrating Phygital experiences. Through
close partnerships with social platforms, we use data to enhance
our creativity, not replace it, ensuring our message resonates
authentically at every touchpoint.
Special products, events, and experiences supporting the "Always
Pushing" anthem will be rolled out in the summer and fall of 2024,
starting with The Bunt Jam — a weekend of music and skateboarding —
in Toronto on July 19 and 20. Visit vans.com for more
information.
About Vans
Vans®, a VF
Corporation (NYSE: VFC) brand, is the leading skateboarding and
original action sports footwear, apparel and accessories brand.
Vans® authentic collections are sold in more than
100 countries through a network of subsidiaries, distributors, and
international offices. Vans® has more than 2,000
retail locations globally including owned, concession and
partnership doors. The Vans® brand inspires and
empowers everyone to live "Off The Wall" embodying the youthful
spirit of freedom, non-conformity, and relentless drive to push
culture across action sports, music, art and design.
Vans, "Off The Wall" Since '66
www.vans.com
youtube.com/vans
tiktok.com/@vans
instagram.com/vans
facebook.com/vans
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SOURCE Vans