Vans, a division of VF Corp., revealed the next chapter of its global brand campaign, This Is Off The Wall, with “Girls Skate India.” This Is Off The Wall showcases diverse stories, shining light on the various forms of creativity the brand has always supported. This year”s theme is creative communities around that uplift Vans’ pillars of action sports, art, music and street culture, inviting everyone to participate.
“We wanted to tell stories about the communities that grow around creative endeavors, whether it’s skateboarding, art, or music, these activities connect people with one another,” states Jamie Reilly, vice president of Global Creative. “Vans has been engaging with creatives around the world for more than 50 years. Whether it’s making the first shoes for skateboarders, building skateparks, hosting concerts, or putting on art shows, we love how creativity brings individuals together where they can learn from and inspire each other.”
Featuring Vans athletes Lizzie Armanto and Atita Verghese, “Girls Skate India” depicts female skateboarders inspiring and empowering the next generation through skateboarding and D.I.Y. spot building—activities often considered unorthodox for Indian girls. The video shows the girls gaining confidence through skateboarding and highlights how a nontraditional activity provides an outlet for them to express themselves.
Vans is taking this effort worldwide. Beginning on International Women’s Day (Mar. 8), Vans will host more than 100 skateboarding clinics in major cities, such as New York, Chicago, London, St. Petersburg, Shanghai, Bangalore, São Paulo and Mexico City. Women can learn something new and together inspire a new wave of skateboarding progression. Experts to beginners are welcomes.
“Vans is skateboarding, and we are committed to ensuring that anyone, anywhere has the opportunity to discover this unique form of creative expression,” says April Vitkus, senior director of Global Brand Marketing. “We are hopeful that shining a light on skateboarding to girls and women will showcase how empowering it can be.”