Zach Sheats
Rowan 2
To premiere Vans' newest signature skate shoe, the Rowan 2, we crafted a multi-faceted brand campaign spotlighting pro skater Rowan Zorilla while celebrating the global skate community's diversity. Blending product storytelling, immersive experiences, and skate content, this comprehensive launch centered around authentically connecting Rowan with key skate scenes worldwide.
In the eight months leading up to the release, we strategically seeded the product with community influencers and Vans athletes while documenting Rowan's journey across iconic skate hubs like Paris, New York, Toronto, Sydney and his hometown Los Angeles. This allowed us to organically inject Rowan into these vibrant communities, forging deeper local connections.
The launch culminated in a skate film made in partnership between Rowan and legendary filmmaker Greg Hunt, capturing Rowan's personality and the shoe's performance through electrifying skate footage. It spotlighted Rowan's inspirational impact across the global skate community he immersed himself in throughout the journey. This multi-faceted content embodied an inclusive brand narrative that authentically resonated with core skate audiences worldwide by organically representing their diversity.
- Organically teasing product through athlete’s channels
- Integration of additional athletes
- Embracing voice of hero athlete in all aspects of campaign
- Campaign Strategy/Execution
- Athlete strategy and management
- Executing genuine narrative of athlete
- Long-term success is driven by inspiring hearts and minds by ensuring Rowan's authentic visibility with consumers