The iconic skate brand invited us to help them reconnect to core skate audiences with an end-to-end social brand strategy refresh.
Vans always had a longstanding place in skate culture, but to remain relevant with today’s audience, they needed a social refresh. We were tasked with leading this shift to regain credibility and relevance across both core skate communities and a broader lifestyle audience.
Understanding the Core: Skate vs. Lifestyle
Vans’ direction had changed, and the way they wanted to tell their story had evolved. Their approach for 2024 became Always Pushing, an ode to the art of progression that has driven skateboarding culture for so long. It was our job to take that mantra and execute how it could exist on social.
We started by digging deep into who Vans’ audience is today and how they see the brand. We explored the needs and attitudes of both die-hard skaters and those who embrace the skate aesthetic, mapping out how each group interacts with and represents Vans. From there, we looked into competitor insights, analysing how top brands balance relevance for pros and relatability for casual fans. The insights gave us a clear direction on how Vans could show up in these spaces with authenticity.
Always Pushing
It was no longer just about showing the product. Audiences craved being able to relate to the lifestyle. Our social strategy needed to create emotional connections by showing what’s possible in Vans. It was a pivotal moment to capture on the opportunity to be more relevant, truthful and memorable than ever before. We needed to tell stories. Use products, not just wear them. It was about showing how to truly live the lifestyle.
All of these thoughts led to the current proposition: Always Pushing, which we brought to life through Skate or Die: It’s a Way of Life.
Bringing the Strategy to Life
From there, it was all about setting the channels up for success. The first step was to create a messaging framework that covered everything from tone of voice (TOV) to visual consistency and community management. The objective was to elevate Vans’ credibility with core skaters, while connecting with a wider audience that broadly champion the Vans brand.
With the groundwork set, we designed a clear, actionable social plan that Vans could implement to reinforce its credibility and appeal. We crafted platform-specific visual guidelines, messaging buckets, creative examples and storytelling frameworks to ensure Vans’ social presence reflected its new brand position across every touchpoint.
