Always Pushing: A bold new chapter in global storytelling
Vans celebrates skate culture’s spirit of progression through a dynamic collaboration of artists, skaters, and innovators
Vans has announced the launch of “Always Pushing,” a new global storytelling initiative inspired by the freedom, passion, and progression central to skateboarding. This campaign celebrates skate crews and cultural innovators, developed in collaboration with creative director Alex/2Tone and featuring music by the artist Paris Texas.
At its core, “Always Pushing” embodies Vans’ long-standing “Off the Wall” mindset, encouraging the relentless pursuit of progression. It calls on the Vans community to help shape the future of skate culture by pushing boundaries while honoring tradition.
The campaign spans cities worldwide, including Paris, Los Angeles, and Tokyo, and features a diverse lineup of creatives. Key collaborators include Vans Skate team riders, legendary skaters like Tony Alva, and artists such as Atiba Jefferson and Jahlil Nzinga. The campaign’s message is amplified through unique, hyperlocal media plans that align with cultural milestones and iconic events.
“Our mission is to inspire and empower our consumers to live ‘Off The Wall,’ embodying the relentless determination to push things forward,” shares Drieke Leenknegt, Vans Global Chief Marketing Officer. “This progress is fueled by partnering with athletes and creatives who bring unique perspectives to the forefront, inspiring the next generation in how they view the world differently.”
“Always Pushing” brings Vans’ mission to life with stories that capture the optimistic, irreverent, and free-spirited essence of the global skateboarding community.
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