When athletic shoe analyst Matt Powell spoke about Vans back in June, he mentioned that the company’s success did not depend entirely on skateboarding roots.
At the time he was talking about President Sun Choe and her leadership. Months later, his point feels even more relevant as Vans just named SZA as their new Artistic Director.
SZA is one of the biggest artists in music right now, but she has no background in skateboarding.
That hasn’t stopped Vans from trusting her to bring fresh direction to the brand.
Powell’s comment about not needing deep skateboarding roots to lead Vans seems to echo in this moment. The company is clearly leaning into broader cultural influence rather than only relying on the skate world.
Some skaters have already joked about the decision by referencing Kanye West’s old line about Lady Gaga being the creative director at Polaroid: “I love Gaga but what the f** does she know about cameras?”* For them, the same logic could be applied to SZA.
She might not be dropping skate clips or grinding rails in real life, but she brings a different kind of credibility that Vans wants to tap into.
The Off The Wall label has been dealing with slower sales recently, and bringing SZA on board is a way to expand their reach.
She connects to a younger audience that may not know Vans first and foremost as a skate brand. Her presence can attract people from music, fashion, and pop culture, giving Vans a broader platform to rebuild momentum.
Since 1966, the skate shoe brand has always represented more than just skateboarding. While the roots are in skate culture, it has also been tied to music, street style, and everyday wear.
SZA’s role continues that tradition, but with a stronger focus on bringing in new fans who might not pick up a board but will proudly wear the shoes.
The big question is how this will play out with longtime skaters and the core community that built Vans up.
What’s clear is that the company is betting on SZA’s cultural influence to give the brand a much-needed spark. Powell’s words about skateboarding roots not being required seem to line up perfectly with this business decision.