Vans gets its skates on for global brand campaign

Vans is marking International Women’s Day by delving deep into the little-known world of Indian female skateboarding for its latest global brand campaign.

Girls Skate India sees the brand teach women and girls how to skate in the first of 100 planned international clinics designed to bring the sport to new audiences in cities ranging from St. Petersburg and Bangalore to Sao Paulo and Mexico City.

Each pop-up event will invite newcomers to the sport to give it a whirl, with Vans athletes, including Atita Verghese who is widely regarded as being India’s first pro skater, on hand to show novices the ropes.

Jamie Reilly, Vans vice president of global creative, said: “We wanted to tell stories about the communities that grow around creative endeavors, whether it’s skateboarding, art, or music, these activities connect people with one another.

"Vans has been engaging with creatives around the world for more than 50 years. Whether it’s making the first shoes for skateboarders, building skateparks, hosting concerts, or putting on art shows, we love how creativity brings individuals together where they can learn from and inspire each other.”

Conceived as a means of harnessing skate culture for the benefit of wider communities, the initiative aims to break down gender stereotypes.

Vans 'Off the Wall' tagline seeks to showcase the diversity of lifestyles encompassed by its brand.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.