I like when brands act as canvases for their customers to make meaning. To me, that’s how connections that lead to repeat transactions are made.
Today, Vans is launching their latest brand campaign – Waffleheads – a series of videos about collectors, customizers and creatives that have truly turned Vans into a canvas for creative expression. These men and women are more than brand advocates or influencers—these real-life characters are super customers, and thus, more than worthy of celebration by the brand.
“Our community of Vans collectors and customizers aren’t your typical sneakerheads,” said Erwin Federizo, Vans’ Global Executive Creative Director. “Unlike many sneaker aficionados, Vans fans don’t worry so much about keeping their shoes pristine, encasing their collections behind protected closet shelves – they prefer them worn down to the sole, painted on, passed along and rummaged from flea markets.”
Vans is encouraging interested customers to participate in “Meet the Waffleheads” activations around the world, featuring panel discussions and artifacts from the creative cultures that thrive around Vans communities everywhere.
Also, beginning May 31, sneaker fans can submit images of their own collections or customized Vans through Vans Family to enter for a chance to win a trip to attend a “Meet the Waffleheads” event.
Vansagans are “Off the Wall,” which is the right language for this skater brand. Just like featuring mashup culture is the right thing to do for a scene with punk rock at its core.
I wonder what modifications will you make, or have you made, to your Vans?
How will you ride the rail and launch yourself #offthewall?