VF Corporation's Vans skateboarding shoe brand is slowly finding its footing again.
The recovery has been supported by its new artistic director SZA, whose involvement has brought more attention and awareness to the brand.
Travis Barker’s punk roots continue to influence the brand’s image, helping Vans stay connected to its original skate and music culture.
Photographer Atiba Jefferson has played a key role in engaging with the core skate community, capturing authentic moments that resonate with long-time fans.
Collaborations with artists and cultural figures have also contributed to the brand’s renewed relevance, appealing to both loyal followers and new audiences.
Vans’ efforts to refresh its products, marketing, and retail experiences are gradually showing results, signaling progress in VF Corporation’s broader turnaround plan.
While the brand still posted a 9 percent drop in sales compared to last year, VF Corporation said the decline is easing, showing early progress in its ongoing turnaround plan.
VF Corp reported $2.8 billion in revenue for the second quarter of fiscal 2026, slightly above analyst expectations.
The company credited stronger performance from The North Face and Timberland, which grew by 6 and 7 percent respectively, helping offset Vans’ weakness.
CEO Bracken Darrell said the brand is showing “sequential improvement,” meaning sales are improving quarter by quarter, even if they are still down from the previous year.
VF has been working to revive Vans after several years of slower growth, focusing on refreshing its products, strengthening brand identity, and improving retail execution.
Despite Vans’ continued decline, the brand remains a key part of VF Corp’s portfolio, with loyal fans and strong recognition in the skate and lifestyle categories.
The company is optimistic that recent steps to stabilize the brand will bring more consistent results in the coming quarters.
VF Corp also highlighted its ongoing efforts to simplify operations and strengthen its finances.
As we previously reported, the company had to sell their Dickies brand for $600 million, a tactic expected to improve focus and flexibility for reinvestment in core labels like Vans, The North Face, and Timberland.
While the recovery may take time, VF Corp’s management believes Vans is on the right path. The improvement, even if gradual, signals that efforts to reset the brand could finally be starting to pay off.