House of Vans




House of Vans was envisioned as the ultimate brand platform, celebrating music, art, and skateboarding through multifaceted programming accessible to audiences ranging from new fans to core consumers. My role within these immersive pop-ups involved strategically curating skate and skate-adjacent activations that authentically resonated with both Vans' ethos and the local community's distinct culture.

I focused on fostering deep connections between the brand and each city's scene by paying homage to seminal community moments and voices. For example, at the Detroit pop-up, we showcased legendary skate photographer Joe Brook's work, tapping into his hometown roots. In Philadelphia, we recreated an iconic skate plaza using raw materials from the revered Love Park, evoking a sense of place.

Beyond engaging programming like learn-to-skate sessions and video premieres, these pop-ups prioritized grassroots integration. We cultivated longstanding local non-profit partnerships and contributed to skatepark construction, leaving a lasting community impact in cities like Detroit and Philadelphia.

Through meticulous localization and an authentic reverence for skate culture's storied heritage, I crafted immersive House of Vans experiences that transcended transactional marketing. These platforms deepened Vans' credibility among devoted fans while serving as an inclusive entry point, ultimately strengthening the brand's enduring connection to skateboarding's diverse universe.

KEY TACTICS
  • Identify community moments and partners for each location 
  • Integrate bigger brand moments where possible
  • Media engagement

CORE RESPONSIBILITIES
  • Project strategy and execution
  • Creative briefing
  • Brand and athlete hospitality
LEARNINGS
  • Leveraging partnerships, heritage storytelling and inclusive community building to authentically deepen a brands credibility creates long-lasting bonds with consumer and the brand