Problem to be solved:

66% of Gen Z skaters today are unaware of Vans PRO skate performance products. Skaters go through at least one pair of skate shoes a month, so durability is a key concern – but they are also looking for shoe brands that will help them progress and develop their skills to unlock greater freedom of self-expression in skate.

My Approach:

As this being a large undertaking for the company as a whole, inside of action sports, Skate Classics took over where our Vans PRO line of shoes left off. There was a very specific problem to be solved. Working closely with front end developers, I wanted this page to capture and highlight the technical features and benefits behind what appears to be a standard pair of classic VANS to the untrained eye in a fun and engaging way, while showcasing all of the athletes and their own personal style, that were being represented in the launch of this campaign.

My Role

My role for this project began with the ideation for marketing concept with the creative director of skate. Once we developed a cohesive plan of attack that was approved by all leads in marketing and creative, we dove in. I worked closely with the CD to bring this vision to life digitally. Utilizing all of the design elements, typographical treatments, and color palette/vibe, to really make this feel on point with our mission.

This included working to get photography of athletes and video footage to insert into individual bio sections which then led users on a journey to shop for the product associated with each of the 5 athletes and 5 classic Vans silhouettes.

Results

Massive shift in consumer mindset that not only resonated with core skaters but also drove engagement and sales by reinforcing Vans’ commitment to skateboarding progression and authenticity.