26 Mar 2024 ///

Vans Partners with Atiba Jefferson as Brand Curator to Unlock the Future of Skateboarding

The original skateboarding brand, Vans proudly welcomes Atiba Jefferson as Brand Curator. Following the success of the OTW by Vans launch, this partnership marks a significant step in Vans’ commitment to its new brand approach of Always Pushing, inspiring consumers to create their path with the commitment to keep going and drive a perpetuity of progression.  

Vans has chosen Atiba, one of the most influential figures in skateboarding culture and a long-time partner, to co-create with Vans Skateboarding and build a vision for the brand’s future. Together with Vans, Atiba will work to re-invent what skateboarding means for Vans by unlocking a global network of trailblazers to connect through product design and consumer experiences, all in service to the change-makers who want to push culture forward. 

Atiba’s impact and portfolio span across the collective cultures of art, music, design, and streetwear working with change-makers across the NBA, world-renowned musicians, global designers, and most importantly, pioneers in the world of skateboarding. It is because of his ability to bridge skateboarding with global youth culture seamlessly that makes him the ideal partner to push Vans to the forefront. 

Vans, the pioneering skateboarding brand, and cultural catalyst for over 50 years was founded in 1966 by Paul Van Doren driven by his creative and innovative vision to do things better. The brand was adopted by a trailblazing group of skateboarders from Dogtown, propelling Vans to become a global icon of skateboarding.

Ray Barbee Back Smith, Atiba

OTW, Rowan Zorilla, Atiba

Today, Vans is re-imagining the original spirit of freedom and progression rooted in skateboarding with a new campaign – Always Pushing. “Always Pushing is a renewal of Vans’ commitment to pushing skateboarding forward,” shares Drieke Leenknegt, Vans Global Chief Marketing Officer. “Like the generation that founded Vans’ non-conforming, ‘Off The Wall’ mindset, we also serve the future generation that looks to skateboarding and the culture that surrounds it to drive progression and positive change. Atiba is the perfect partner as the driver to that evolution.”  

 For more information, follow @Vans_za and @VansSkate on social media or visit vans.co.za and vans.co.uk/skateboarding.  

About Vans
Vans®, a VF Corporation (NYSE: VFC) brand, is the original action sports footwear, apparel, and accessories brand. Vans® authentic collections are sold in 97 countries through a network of subsidiaries, distributors, and international offices. Vans® has over 2,000 retail locations globally including owned, concession and partnership doors. The Vans® brand promotes creative self-expression in youth culture across action sports, art, music, and street culture and delivers progressive platforms such as Vans Checkerboard Day, Vans Park Series, Vans Triple Crown of Surfing®, Vans Custom Culture, and Vans’ cultural hub and international music venue, House of Vans.

Vans, “Off the Wall” Since ’66
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Press Release Courtesy of The Bread 

For more news, visit the Connect Everything Collective homepage www.ceconline.co.za

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