Context

Vans shoes are grippy like syrup on waffles—giving skaters and creatives the confidence to stick to every trick, every move, every moment. Whether on the board or in life, every step leaves a mark. This campaign fuses skate, music, and street art culture for authenticity and encourages everyone to leave their mark, literally and figuratively.

SHELF CONTROL

Key Selling Points:

  • Grip = trust = confidence = higher air, better tricks, self-esteem

  • Reliable = safe = more daring skating = elevated performance + self-esteem

  • Durability + grip = freedom to push limits

  • Emphasize confidence, self-expression, and culture, blend skate + music + street art culture for authenticity

Target Audience

  • 21–28, artsy/creative urban types

  • Skaters, bikers, surfers

  • Lower-middle-class, predominantly white males

  • Interested in skate/music/art culture (“artsy” types)


Visuals

Urban and bold, with skaters mid-air leaving sticky syrup trails, comic-strip motion lines, and pop-art splashes. Vans’ signature black-and-white checkerboards will be present in the backgrounds, and lifestyle photography will have bright/colorful accents, with pop-art halftones and literal splashes of color. There will be graffiti-style drippy type + trailing type resembling motion, and a slightly more playful tone than their typical work.