Vans Inc. in Costa Mesa has scheduled more than 100 skateboarding clinics in Brooklyn, Chicago, London, St. Petersburg, Shanghai, Bangalore, São Paulo, Mexico City, and other major cities to “inspire a new wave of women’s skateboarding progression.”
The apparel and footwear manufacturer and retailer kicked off the effort on March 8, International Women’s Day, with “Girls Skate India,” a 5-minute video showcasing Vans athletes Lizzie Armanto and Atita Verghese. The two traveled to Bangalore to help local girls “gain confidence through skateboarding,” and to show how “a nontraditional activity provides an outlet for them to express themselves.”
“Vans is skateboarding, and we are committed to ensuring that anyone, anywhere has the opportunity to discover this unique form of creative expression,” Senior Director of Global Brand Marketing April Vitkus said in a statement.
“Girls Skate India” is the latest chapter of the This Is Off The Wall campaign that Vans launched last year. It plans to release more stories in coming months, “shining light on the various forms of creativity Vans has always supported.”
“Vans has been engaging with creatives around the world for more than 50 years,” said Vice President of Global Creative Jamie Reilly. “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.”
The subsidiary of VF Corp. in Greensboro, N.C., posted a whopping 19% increase in revenue last year to about $2.7 billion.
It passed North Face as VF’s top-selling brand. VF bought Vans in 2004 for $396 million, a bargain. Vans sales have since grown sevenfold.
Roseanne Tie-In
Costa Mesa-based Volcom LLC partnered with “Roseanne” to attract crowds to its space at the SXSW festival in Austin. Yes, that Roseanne.
The cast of the 1990s television sitcom hung out at the recreation of Lanford Lunch Box over the weekend at Volcom Garden, a cross between a boutique, an art gallery and a creative space. The venue also featured recreations of the show’s living room and garage, while actors Lecy Goranson, Michael Fishman and Emma Kenney hosted a Roseanne trivia competition and met fans.
The marketing effort promoted the show’s scheduled March 27 comeback.
Volcom is part of Kering SA’s sports and lifestyle division. The Paris-based owner of the Gucci, Bottega Veneta, Saint Laurent, Balenciaga and Brioni brands announced in January that it plans to sell Volcom and focus on its luxury offerings.
Vans, meanwhile, skipped the festival this year. It had hosted a pop-up House of Vans for the past four years at music venue The Mohawk.
Bits & Pieces
DC Shoes Inc., part of Huntington Beach-based Boardriders Inc., hired Michael Minter as global head of marketing. He’s responsible for “bridging the brand’s revitalized position in skateboarding to new street and lifestyle audiences worldwide.” Minter most recently served as vice president of creative at KEEN. … ASICS Corp., the parent of Irvine-based ASICS America Corp., signed on as a global development partner of the International Triathlon Union. The multiyear agreement will enable the footwear and apparel brand to “promote and develop triathlons” by financially supporting ITU’s development program and providing sporting equipment.
