Vans has built its name on rebellion, creativity, and a deep connection to skate culture.
But in recent years, the brand has faced challenges in keeping that momentum alive. Sun Choe, Vans’ new president, has a plan to get things back on track.
Speaking at VF Corp.'s Investor Day, she outlined her vision for revitalizing the company, starting with a renewed focus on the women’s market.
Choe, who previously held leadership roles at Lululemon and Urban Outfitters, isn’t just looking at numbers. She’s bringing personal experience to the table.
She recalled her own history with Vans, tracing it back to her punk rock days. Her belief is simple: Vans needs to become a brand that excites women just as much as it does longtime fans of its classic skate shoes.
“I’m not suggesting a Tony Alva collab on a yoga pant,” Choe joked, acknowledging the importance of staying true to Vans’ roots. But she also made it clear that the brand can’t afford to ignore a significant segment of its potential audience. “We have to make women want to come into our stores or go onto our site and expect to find something they spark to.”
Vans has seen success through nostalgia-driven releases and limited-edition collaborations, but Choe is pushing for a broader approach.
Rather than relying solely on heritage styles, she wants to ensure that the product mix includes fresh designs that cater to a wider audience.
That means better offerings for women, more innovative takes on core styles, and an emphasis on what makes Vans unique in a crowded market.
Of course, growth isn’t just about product. It’s also about how and where Vans reaches its customers.
It’s a bold task, but one that Choe seems ready to take on. With a mix of personal passion and business acumen, she’s steering Vans toward a future that feels both fresh and familiar. If her strategy plays out as planned, fans old and new might just find themselves more excited than ever to lace up a pair of Vans.