Vans Skate Classics

Problem to Solve
Research showed that 66% of Gen Z skaters were unaware of Vans' skate-specific performance footwear. While durability is a critical consideration for skaters who often burn through multiple pairs of shoes each year, many were unable to distinguish the technical benefits hidden within Vans' most iconic silhouettes. The challenge was to reintroduce performance innovation without sacrificing the authenticity and style that made the Classics line culturally relevant.

My Approach
Skate Classics became the evolution of the Vans Pro line, creating an opportunity to bridge heritage and performance under a unified platform. Working closely with developers and the Skate team, I helped create a digital experience that highlighted the technology, durability, and progression-focused features built into each shoe while maintaining the visual language and attitude of skate culture. The goal was to educate consumers without feeling overly technical, using athlete storytelling, product innovation, and immersive content to demonstrate how Skate Classics were built for modern skateboarding.

My Role
I partnered with the Creative Director of Skate from concept development through final execution, helping define the visual direction, user experience, and overall storytelling framework for the launch. I led the digital design execution, translating the campaign's creative language into an engaging online experience through typography, motion, photography, color, and interactive content. The experience featured dedicated athlete sections, custom video content, and product storytelling that connected five professional skateboarders to five iconic Vans silhouettes, creating a direct path from inspiration to purchase.

Results
The launch successfully repositioned Vans' skate footwear offering for a new generation of skaters, increasing awareness of the performance benefits behind Skate Classics while reinforcing Vans' credibility within core skate culture. By combining technical education with authentic athlete storytelling, the platform drove strong engagement and helped establish Skate Classics as the new foundation of Vans skateboarding footwear.

Creative Direction: Josh McLeod
Category Creative Direction: Chase Naan & Joe Edelman