Vans: How they succeeded

The creation of the Van’s Classic Skate shoes was phenomenal. Historically, shoe making companies only created shoes that could be sold on the mass market, leaving little room for highly customized products. The idea behind the Vans Shoe Company illustrated the opportunity for consumers to create their own designs on their shoes at an affordable price range. There are numerous people that helped accelerate the growth of the company, especially rising athletes who appreciated the durability and the rubber soles of Vans. This was a strong marketing strategy that accounted for the foundation of the company’s consumer portfolio. Although the company had faced many challenges throughout its lifespan, the business was able to survive and preserve due to very successful marketing strategies. Their most successful marketing campaign started by finding athletes that align with the company’s value in being authentic and supporting sports that were less popular, such as Skateboarding. By putting hope in these rising athletes, the brand was able to receive wide favorability amongst the various sports communities. Additionally, they created the highly successful Triple Crown Series as a factor in their promotional mix. The Triple Crown Series is a competition that allowed the elites from the skateboarding community and surfing community to be recognized throughout the world. The unexpected media coverage allowed the company to grow its brand awareness as well as helped build their credibility amongst amateurs and professionals in each sport community.