Vans is sticking to its counterculture aesthetic this holiday season for its newest campaign.
Called “Meet The Vans,” the festive campaign showcases what the footwear brand dubbed “a bunch of misfits” that span three generations.
Under the creative direction of Thom Bettridge, the Vans family embodies decades of counterculture, from Tony Alva’s skate legacy to Nettspend shaping Gen-Z’s next rap wave. Joining them in the campaign are Bella Poarch, Zion Wright, Junior Gutierrez, Efron Danzig, Marz Lovejoy, Cali DeWitt and 22.
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Highlighted in the campaign are the brand’s latest shoes. The footwear collection seen in the series include a range of cozy Vans Classics featuring comfy cable knits, wintry plaids and plush high pile fleece across the Authentic, Slip-On and Old Skool.
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The “Meet The Vans” collection also features a festive mix of Vans Classics with red hues, metallics, pearls and lace embellishments across the Slip-On, Old Skool, Knu Skool, Super Lowpro and Mary Jane Creeper.
This news comes one week after Vans parent company VF Corporation said it was progressing on its turnaround plan, besting Wall Street’s expectations in the second quarter. At Vans, specifically, revenue showed sequential improvement as product newness drew in new customers
“We delivered broad-based growth for The North Face and Timberland, while continuing to moderate declines in Vans,” VF Corp. chief executive officer Bracken Darrell said in a statement last week.
Moderating declines at Vans suggest that the brand’s overhaul is taking shape. The brand made waves this fall with the Valentino Garavani x Vans collaboration, which took the latter’s Authentic silhouette and reimagined it under the direction of Valentino‘s current creative director, Alessandro Michele.