Cypress-based action sports footwear and apparel brand Vans Inc. launched The Story of Vans, a marketing campaign that combines “a mix of artistic methods to highlight iconic moments from the brand’s 50-year history.” It includes five short videos—one depicting “the journey of the Vans brand” and four others that “emphasize Vans’ core forms of creative expression.”
The videos feature black and white illustrations by French artists Petra Mrzyk and Jean-François Moriceau and a soundtrack produced by Los Angeles-based music house Beta Petrol Productions. Reza Resoli of Pet Gorilla in Los Angeles directed the spots.
“The Story of Vans exemplifies the milestones that have made Vans the unique brand it is today and the inventive composition of the campaign allows us to bring those moments to life through an interactive experience at the House of Vans worldwide,” President Kevin Bailey said in a statement.
The campaign is featured on the brand’s offthewall.tv You Tube channel, as well as skate and surf publications.
Vans’ 2015 sales totaled $2.2 billion, up 7% over 2014, according to its parent, Greensboro, N.C.-based VF Corp.
Surfing in the UK
Quiksilver Inc. brands Roxy and Quiksilver signed on as associate sponsors of the 2016 English National Surfing Championships, “the first national surfing contest to have a gender-equal prize purse,” according to the English Surfing Federation.
The Men’s Open category will be sponsored by Quiksilver and the women’s by Roxy. The event will be held April 3 to May 2.
“Quiksilver and Roxy are stoked to be part of the competition and to be able to support English surfing,” Edward Martin, U.K. and Ireland marketing manager for Quiksilver, Roxy and DC Shoes, said in a statement.
Stateside, two former marketing executives at Roxy and Quiksilver, Randy Hild and Danielle Beck, launched Herewith. The Newport Beach-based “online and bi-annual print publication and retail destination” publishes “diverse content within the travel, culture, health, surf and style categories.” It picked up several well-known advertisers, including Vans, RVCA and D’Blanc.
OC Fashion
Maserati of Newport Beach was the presenting sponsor of OC Fashion Week, held March 13 to 16 at The Resort at Pelican Hill and Dawson Cole Fine Art Gallery in Laguna Beach.
The series of runway events showcased designs by Charmaine Joie, Dawn Sunflower, b.spoke, Claire Farwell London, Victoria by Elizabeth, MW by Mimoza Windisch, Naima Mora and Shab Sadeghi. Student designers included Melynda Valera, Gladys Torres, Alisha Needham, Stefani Alvarado and Vanessa Lozada, all winners of the Fashioned for the Future competition.
Toni and Guy Hairdressing Academy in Costa Mesa styled the models’ hair, Irvine-based Manna Kadar Cosmetics was in charge of makeup, and Betinnis boutique in Brea took care of accessory styling.
Bits & Pieces
DVS Shoe Co. in Costa Mesa hired Kerry Getz as global skate team manager. The former DVS-sponsored athlete will head marketing for the company’s skate team, which includes Daewon Song, Torey Pudwill and Zack Wallin. … Gigasavvy in Irvine hired Robert Zibell as director of marketing. … Global Results Communications Inc. in Irvine added San Diego-based Chalk Digital to its roster of clients. Chalk Digital is a “do-it-yourself instant mobile advertisement platform that lets users create and launch their own mobile ads,” the agency said. … INK in Irvine hired Chuck Copin as chief marketing officer and John Ward as the chief strategy officer. … Staci Johnson, vice president of marketing for Roth Staffing Companies LP in Orange, was selected to be part of the judging committee for the 2016 Stevie Awards’ Live Events category. Judging for the 14th annual awards will take place from late March through April, and winners will be announced at an awards banquet in New York on June 20.
