Zach Sheats
Skate Classics
Revitalizing the marketing narrative around Vans' heritage skate footwear presents a unique challenge - educating consumers on elevated product details while amplifying the shoes' timeless lifestyle appeal. As skateboarding trends trickle into broader fashion, reimagining classic silhouettes becomes vital to reigniting desire among style-savvy audiences.
To breathe new life into these iconic styles, I took a multi-pronged approach. First, I strategically aligned beloved silhouettes with influential athletes and pivotal cultural moments, showcasing the products through a contemporary, elevated creative lens. Simultaneously, I prioritized diversifying Vans' ambassador roster to expand representation of the brand's effortless style ethos globally.
This allowed me to reintroduce heritage products in a culturally resonant way transcending traditional performance marketing. By fusing timeless design with inspirational talent and aspirational narratives tapped into broader lifestyle conversations, I cultivated covetable footwear collections backed by impactful storytelling.
Through innovative direction, I repositioned Vans' most iconic skate shoes as desirable, irreverent lifestyle statements embodying the brand's performance roots. This enabled the classics to captivate new style-minded audiences while reverberating among devoted fans.
- Identify athletes based on key moments
- Strategic product scripting and seeding
- Community engagement
- Project briefing
- Athlete strategy and management
- Campaign production
- Timeless product presents a unique oppurtunity to broaden athlete marketing toward wider cultural impact through strategic inclusion