Zach Sheats
Vans x Lotties
The Vans x Lotties collection exemplified how a community-based skate shop transcends being just a retail space - it's a cultural hub inspiring the next generation. Rooted in artwork by artist Mike Gigliotti depicting everyday scenes from his iconic Lotties skate shop, this footwear and apparel capsule celebrated the pivotal role shops play in nurturing skateboarding's spirit.
To authentically capture a skate shop's community essence, we produced an action edit starring the extended Lotties family putting the shoes through their paces - the ultimate reminder of skateboarding footwear's intended use-case. This vignette paid homage to skate shops as vital community centers keeping the culture alive and thriving.
My role spanned initiating the collaborative partnership between Vans and Lotties to overseeing all marketing efforts. Despite launching amid COVID-19 challenges, the collection achieved 100% sell-through on launch day via Lotties' channels before a successful rollout to select skate shops globally the following week. Complementing the product's resonance, the acclaimed brand video garnered widespread consumer praise for its authentic depiction of skate life.
This initiative exemplified an innovative approach to celebrating skate culture's grassroots. By spotlighting a beloved community pillar through thoughtful storytelling and product, we fostered deeper connections with devoted fans while providing a unique cultural lens for new audiences.
- In-depth story telling through content
- Grassroots engagement
- Project initiation
- Partnership management
- Campaign production
- Organically spotlighting community strength through marketing builds lasting cultural impact