Vans | Fashion | Social

Social strategy. Design and Content. Influencer Marketing

Challenge

Vans built its global legacy on authentic ties to action sports, skateboarding, punk rock, and youth culture. When expanding its digital footprint in competitive markets, traditional commercial advertising risked appearing disingenuous to Vans' highly discerning, culture-first audience.

The strategic challenge was to maintain Vans' 'Off the Wall' authenticity while scaling digital engagement through legitimate community creators across skate, surf, art, and music scenes.

Approach

1. Community-First Marketing Model

Langoor anchored digital marketing around Vans' core cultural pillars—skateboarding, music, art, and street style.

2. Subculture Creator Collaborations

Partnered with genuine skaters, local artists, and indie musicians rather than mainstream commercial influencers to produce authentic content.

3. Lifestyle & Event Digital Activation

Created real-time digital coverage around local skate competitions, art showcases, and music pop-ups, amplifying physical culture online.

4. Social Media Activation

Maintained an active, community-driven social presence that encouraged creative self-expression among youth audiences.

Outcomes

Langoor's culture-led marketing strategy reinforced Vans' authentic subculture positioning while expanding youth engagement.

Drove high engagement rates among youth, skate, and action-sports communities.

Strengthened Vans' social media presence through authentic, creator-led storytelling.

Successfully reinforced Vans' 'Off the Wall' ethos across new digital market segments.

Built lasting brand equity without diluting subculture authenticity.

Services Delivered

‍Community marketing strategy · Subculture creator management · Event digital coverage · Social media management · Lifestyle content creation

Technologies & Platforms

‍Instagram · TikTok · YouTube · Meta Ads Manager · Community management software

About Vans

‍Vans®, a VF Corporation brand, is the original action sports footwear, apparel, and accessories brand. Vans® promotes creative self-expression in youth culture across action sports, art, music, and street culture.