Vans: This is Off the Wall

Vans has launched its 2023 global brand campaign, which marks the first outcome of encouraging the emergence of a new “brand foundation” through creativity to discover oneself. “This is Off the Wall” has recruited ambassadors from various backgrounds including sports, music, fashion, and art, representing communities on the societal fringes where they grew up.

I believe this is a successful marketing campaign. Vans introduces a new brand foundation for the first time, advocating self-discovery and creative self-expression. It elevates Vans’ brand value and iconic products in a fresh, authentic, and bold manner, achieving Vans’ goal of deepening the “Off the Wall” brand image.

Alignment with the fundamental brand tone and image of Vans.

Vans has always embodied the brand image of “Off the Wall,” representing rebellion, uniqueness, freedom, and street culture. Skateboarding is at the core of this brand. In this new campaign, Vans retains the most important skateboarding elements that define their brand.

Vans uses the stories of two professional skateboarders from different backgrounds with unique growth experiences to express a deeper brand image: facing challenges bravely, staying true to oneself, and finding one’s voice no matter where you come from.

To complement the “This is Off The Wall” campaign, Vans Knu Skool has launched a brand-new footwear model. This new athletic shoe is a revival version of the classic Old Skool design.

Inclusivity has been added to the original foundation.

Carly Gomez, Vice President of Global Brand Management at Vans, stated on their official website, “During the pandemic, consumers’ views on creative expression shifted from ‘doing things for external validation’ to a journey of self-discovery. Vans blurs lines of self-expression in new global ad campaign highlights the insight that Vans’ marketing campaign recognizes the shift in consumer mindset during the pandemic when many people were reassessing their priorities.”

In the promotional video for “Vans This is Off the Wall”, we can see two of the most important representative figures. One is professional female skateboarder Beatrice Domond. She is redefining what it means to be a pro skater by embracing a unique path that highlights her bold, original style. The other is a disabled skateboarder. Both ambassadors represent the inclusivity in Vans culture. Everyone has the freedom to express themselves, regardless of their past experiences or current identity. Your style is your self-expression.

Rather than seeking validation from the outside world to determine what is cool, young people are increasingly inclined to explore within themselves the elements of coolness that are part of their growth journey, embracing and appreciating their own evolving experiences.

This campaign successfully integrates a new sense of self-acceptance and expression into the brand’s original rebellious DNA, embracing a wider range of consumers and resonating with them on a deeper emotional level.