Vans 2023 Brand Campaign Celebrates the Creative Journey to Discovering One's Authentic Self
"Style to me is ... your source, your taste, your identity. When I think of my style— fashion, music, it all makes me who I am. Simz the person, Simz the artist. It's very reflective of my character and what I'm into. To be honest, I don't really think it's what you do, it's how you do it."—Simbiatu Ajikawo, a.k.a. Little Simz
- Vans partners with global action sports athletes, musicians and artists to highlight the beauty of individuality and spirit of authenticity in its newest global campaign focused on creative self-exploration.
- Vans elevates the Knu Skool silhouette, a fresh take on a popular '90s-inspired skate shoe
Costa Mesa, CALIF. (Apr. 5, 2023) – Vans, the original action sports brand and global champion of creative exploration, is proud to announce its 2023 brand campaign, "This is Off The Wall," celebrating individuality and self-exploration from the perspective of Vans' most beloved ambassadors on a journey to find their most authentic selves. Supported by captivating, beautifully distorted visuals and bold color schemes, the campaign aims to empower a new generation of creative voyagers as they embark on their own path of self discovery
To bring this campaign to life, Vans highlights the distinctive style of some of the brand's most passionate and inclusive brand ambassadors and creatives, including Little Simz, Beatrice Domond, Felipe Nunes, Irene Kim, Cocona Hiraka, Arthur Bray and Salome Agbaroji. These creative voyagers are fashion disruptors, global action sports athletes and masters of music, seeking authenticity in themselves, their relationships and the world, while propelling culture forward. They are more than a moment – they are passionate representatives of their communities and a brilliant look at their generation's bright future.
"I think you're always kind of learning, and figuring out who you are...Once I started expressing myself through my style and had a platform to do it, that's when I really felt comfortable."—IRENEISGOOD founder Irene Kim
"I mean that's just the beauty of life, you can't be anybody else but yourself."—Vans Skate team rider Beatrice Domond
"Well, style is freedom of expression, right? The way a person expresses themselves, how they feel that day, how they want to feel." —Vans Skate team rider Felipe Nunes
"We're excited to unveil the first global campaign under our new brand foundation that empowers everyone to use creativity to discover themselves, creating a world where anyone can be their unique self," said Vans Vice President of Global Brand Management, Carly Gomez. "During the pandemic, consumers' idea of creative expression shifted away from 'this thing that you do for external validation' toward a journey of self-discovery. We are speaking to our new muse, the creative voyager, with the idea that life is an ongoing work of art, because ultimately, the most 'Off The Wall' thing you can do is be yourself as you move through the world."
"Consumers are ready and wanting us to show up in a fresh yet authentic way," said Vans Vice President of Global Creative, Rob Teague. "This campaign is a bold swing at stopping people in their tracks, forcing reconsideration, and injecting a renewed energy for our brand. It connects the dots between what our brand values, and the iconic products we make that have represented that ethos for decades. It's something larger and more holistic than we've done as a brand in the past."
For more information on Vans and "This is Off The Wall," visit Vans.co.za. Join the conversation and share your individual creative journey of self expression using #OffTheWall on social media.
About Vans
Vans®, a VF Corporation (NYSE: VFC) brand, is the original action sports footwear, apparel and accessories brand. Vans® authentic collections are sold in more than 100 countries through a network of subsidiaries, distributors and international offices. Vans® has more than 2,000 retail locations globally including owned, concession and partnership doors. The Vans® brand supports the journey of creative exploration and self-discovery across action sports, music, art and design, delivering progressive platforms such as Vans Triple Crown of Surfing®, Vans Custom Culture, and Vans' cultural hub and international music venue, House of Vans.
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