Vans Channel Arrives; New Livestream Station

Vans Inc. just elevated the meaning of branded content with the launch of its Channel 66 livestream station.
The Costa Mesa-based footwear and apparel company revealed Channel 66 this month, saying it aimed to offer programming for the artists and creatives the brand has historically always targeted to align its products with, including everyone from artists to action sports athletes and enthusiasts.
The programming airs weekdays beginning at 8 a.m. PST and films live from the company’s The General in Brooklyn, House of Vans Chicago, Mexico City and the downtown L.A. Vans store, among other places.  
Shows range from DJ sets and musical performances to individual shows with themes such as New York hardcore punk with Walter Schreifels (of Gorilla Biscuits and Youth of Today fame), or poetry from the Chicago Young Authors.
It’s also bringing in local music venues, independent record labels, skate shops and restaurants for additional programming.
It’s a good way of remaining in front of customers with the vaccine continuing its rollout in the U.S.
Vans, with more than 2,000 stores globally, saw revenue in the third quarter ended Dec. 26 fall 8%, excluding the impact of currency, with declines seen in the Americas and EMEA regions, while Asia Pacific ticked up.
Revenue for parent V.F. Corp. (NYSE: VFC) was also down 8% in constant currency to $3 billion in the December quarter.
VF, with a recent market cap of $32 billion, announced its own digital endeavor recently with the launch of a series focused on sustainability initiatives to address climate change across its brands. The series was done in partnership with Pattrn, part of Weather Group Television LLC. It coincides with VF’s announcement, also this month, of a goal to eliminate single-use plastic packaging by 2025 and non-plastic packaging would be sustainable.