By I. Hansana, Jadetimes News
Vans, the renowned skate and streetwear brand, has introduced a fresh global storytelling initiative with its new "Always Pushing" campaign. This campaign, under the VF Corporation umbrella, celebrates the spirited progression and youthful optimism that have been central to skateboarding and popular culture since Vans' inception in 1966.
Aimed at motivating the brand’s community to shape their desired future, Vans collaborated with diverse creatives worldwide. This campaign was developed in partnership with ALEX/2TONE, a creative director, visual and graffiti artist, designer, and co founder of LA streetwear brand Born X Raised. The initiative features content from cities like Paris, LA, and Tokyo.
Highlighting the campaign are several Vans Skate team riders, legendary skateboarder Tony Alva, rap duo Paris Texas, photographer and Vans brand curator Atiba Jefferson, artist Jahlil Nzinga, and numerous global skateboarders, BMX riders, and creatives.
Drieke Leenknegt, Vans' global chief marketing officer, stated, "Our mission is to inspire and empower our consumers to live 'Off The Wall,' embodying the relentless determination to push things forward. 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."
The campaign, which debuted today with an initial story, will expand through the fall with thematic extensions. Vans plans to introduce special products, events, and experiences aligned with the "Always Pushing" campaign throughout the summer and fall, beginning with The Bunt Jam, a weekend of music and skateboarding in Toronto, Canada, on July 19 and 20.
