VF Corp's brand Vans is launching a new campaign called "Always Pushing." They're bringing back the rebellious vibe that made them famous in 1966.
As we previously reported, Vans revenue dropped by 26% in VF’s most recent quarter, as reported in May. The results included VF’s efforts to reduce inventories in the wholesale channel.
When VF hired Sun Choe, the former Lululemon Chief Product Officer to lead the brand, David Swartz of Morningstar Research Services called the hire “much-needed good news” for VF. He also stressed that turning Vans around was crucial for VF’s future.
Choe's new strategy for Vans will celebrate the gnarly street attitude of skateboarding culture and features a bunch of awesome creatives from around the world.
She is now ready to bring back the f*ck you mentality that former Vans president Kevin Bailey was worried had gotten watered down.
Vans plan is to team up with streetwear legend ALEX/2TONE, skating pros like Lizzie Armanto and skate legend Tony Alva, and even the rap duo Paris Texas for the soundtrack.
The new campaign encourages people to go beyond their limits and embrace an "Off The Wall" lifestyle. Look for cool events like The Bunt Jam in Toronto and awesome products and experiences throughout the summer and fall.