Vans Announces “Always Pushing,” a New Approach to Global Storytelling

Ask any skater: good things happen when you push the boundaries in the pursuit of progress. When you’re constantly moving forward, honoring and respecting tradition but also building upon it. This fiercely progressive ethos — in skateboarding, art, music, and everything in between — is at the heart of Vans’ longstanding “Off the Wall” mentality, and at the heart of Vans’ new approach to storytelling, launching with “Always Pushing.”

“Always Pushing” is an ode to the free-spirited attitude of progress and youthful optimism that has propelled skateboard culture – and by extension, popular culture – forward since Vans was founded in 1966. It’s a call to action for the Vans community to create the future they want to see and push the culture in the direction they want to go.

To support this creative charge, Vans has recruited a wide range of creatives who embody the ethos of “Always Pushing.” “Always Pushing” is a tapestry of content that spans cities around the world, from Paris to LA and Tokyo. It was developed in collaboration with ALEX/2TONE, a creative director, director, visual and graffiti artist and designer who is the creative force behind — and co-founder of — legendary LA streetwear brand Born X Raised. Along with him are Vans Skate team riders Lizzie Armanto, Elijah Berlemother Tesuka, Zion Wright, Willow Voges FernandesHugo Westrelin, Tania Cruz, Rio Morishige, Beatrice Domond, Curren Caples next to skating legend Tony Alvarap duo Paris Texas (who provided the campaign soundtrack), photographer and Vans Brand Curator To Jeffersonartist Jahlil Nzinga and a wide range of international skateboarders, BMXers and creatives who embody the “Always Pushing” ethos through their dedication to fearless progress.

“Our mission is to inspire and empower our consumers to live ‘Off The Wall,’ and embody the relentless determination to move things forward,” shared Drieke Leenknegt, Vans Global Chief Marketing Officer. “This progress is fueled by collaborations with athletes and creatives who bring unique perspectives and inspire the next generation to see the world differently.”

Launching today with one epic story and thematic expansions through fall, “Always Pushing” brings the Vans mission to life with all the optimistic, irreverent and free-spirited moments that capture the collective attitude of the Vans global community. Hyper-local and unique media plans bring the stories to fans and newcomers around the world during cultural milestones in fashion, as seen in the OTW by Vans experience in Paris last June, iconic sporting moments planned for this summer, highly anticipated cinema releases and The Bunt Jam – seamlessly integrating Phygital experiences. Through close partnerships with social platforms, we use data to enhance our creativity, not replace it, ensuring our message resonates authentically across every touchpoint.

Special products, events and experiences supporting the anthem “Always Pushing” will roll out in summer and fall 2024, starting with The Bunt Jam — a weekend full of music and skateboarding – in Toronto on July 19 and 20. Visit vans.com For more information.