Growing Vans without losing its grassroots touch

  • Creativity, individuality and the sub-cultures VANS successfully tapped into in America never had the same mainstream appeal as they did in China and Korea. We were asked to figure out how to create traction

    Through an in-depth analysis of what creativity and individuality mean in East Asia, and how subcultures grow, flow and evolve, we outlined a strategy for growing the brand without diluting its “Off The Wall” character