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1/ Vans will generate $11.8 billion in revenue this year (even with the downturn).
The first day of sales in 1966, they sold 12 pairs of shoes.
The first day of sales in 1966, they sold 12 pairs of shoes.
2/ Brothers Paul and Jim Van Doren opened for business at 704 E. Broadway in Anaheim, Calif. on March 16, 1966.
They originally named it the Van Doren Rubber Company and manufactured shoes right out of their storefront.
They originally named it the Van Doren Rubber Company and manufactured shoes right out of their storefront.
3/ They built a reputation for making the toughest shoes.
They wanted them to last so long the marketing would be built in. People would have to tell friends about them.
They wanted them to last so long the marketing would be built in. People would have to tell friends about them.
4/ In the early 70’s surf rats were redefining the emerging sport of skateboarding - taking their surf style to the cement attempting airs, and carves.
5/ They wore out shoes constantly until they got their hands on Van Doren Rubber Company shoes. The sturdiness made them indispensable and were quickly adopted as the de facto shoe for skateboarding.
6/ In this group of surf rats the Van Doren brothers saw opportunity.
They never could have afforded to sponsor professional football or baseball players. Endorsement fees were too high.
They never could have afforded to sponsor professional football or baseball players. Endorsement fees were too high.
7/ They COULD afford to sponsor skateboarders.
Stacy Peralta (one of the godfathers of modern skateboarding and founder of Powell Peralta Skatebards) was the first skater to get a deal.
Peralta was paid $300 to wear Vans exclusively during contests.
Stacy Peralta (one of the godfathers of modern skateboarding and founder of Powell Peralta Skatebards) was the first skater to get a deal.
Peralta was paid $300 to wear Vans exclusively during contests.
8/ It’s the greatest $300 endorsement deal of all time.
Vans went on to sponsor more skaters/Peralta's compatriots - Tony Alva, Jay Adams, etc.
These guys were all making names for themselves & grew the sport.
Vans went on to sponsor more skaters/Peralta's compatriots - Tony Alva, Jay Adams, etc.
These guys were all making names for themselves & grew the sport.
9/ Skateboarding & Vans became synonymous.
Vans treated their team riders like partners.
They sought out their feedback and input. They wanted their skate team’s help in making the best shoe possible for skaters.
Vans treated their team riders like partners.
They sought out their feedback and input. They wanted their skate team’s help in making the best shoe possible for skaters.
10/ Vans worked with Peralta and Alva to redesign their shoes.
They took the model #95 (as it was known then) and reinvented it together.
They reinforced the heel +added padding around the collar + extra rubber across the toes.
They took the model #95 (as it was known then) and reinvented it together.
They reinforced the heel +added padding around the collar + extra rubber across the toes.
11/ That modified #95 is now known as the Vans Era.
It has gone virtually unchanged in over 30 years. The Era is the first shoe designed by, and made for, skateboarders.
It has gone virtually unchanged in over 30 years. The Era is the first shoe designed by, and made for, skateboarders.
12/Van Doren celebrated this crew of skaters.
Their team riders were turned into stars.
Full page magazine covers.
Signature shoes.
Their team riders were turned into stars.
Full page magazine covers.
Signature shoes.
13/ Vans grew with the sport.
In today's era of fast influencer marketing brands are throwing money at influencers to do single posts.
They're losing sight of the larger opportunities & principles that acted as the foundation for great brands like Vans (or Nike, etc).
In today's era of fast influencer marketing brands are throwing money at influencers to do single posts.
They're losing sight of the larger opportunities & principles that acted as the foundation for great brands like Vans (or Nike, etc).
14/ Focusing on the most relevant influencers & doing deep collaborations is the big opportunity for growing brands.
15/ Companies like Morphe and GFuel 'get it'.
They're in highly competitive categories (makeup and energy drinks). But, they're growing like crazy. They're building out dedicated product lines and collaborative brands with influencers.
They're in highly competitive categories (makeup and energy drinks). But, they're growing like crazy. They're building out dedicated product lines and collaborative brands with influencers.
16/ There are a lot of lessons to be learned from brands that were built pre-social media.
Influencer marketing isn't new. We just have new platforms for it.
Influencer marketing isn't new. We just have new platforms for it.
17/ We can (and should) apply the lessons of successful brands into the social media space.
Target relevance + long term collaboration = win for influencer marketing
Target relevance + long term collaboration = win for influencer marketing
