Vans, in honor of International Women’s Day, taps Lizzie Armanto as the catalyst to Vans’ commitment to skateboarding progression. As part of its larger campaign titled “Always Pushing,” Vans will release storytelling throughout the year, focusing on the change makers who are pushing the boundaries of what’s possible on and off a skateboard and most importantly, are the positive catalysts who are exploring new dimensions of how the brand pushes forward into the future.
Following the successful launch of its pinnacle platform, OTW by Vans, which introduced a new expression of skateboard installation turned art, Vans continues to evolve by not only keeping the consumer at the center but by engaging athletes that push the brand forward. This time, it is unlocking its vision of skateboarding with Armanto at the center point of its fresh brand outlook.
“Our mission is to inspire and empower our consumers to live ‘Off The Wall,’” says Drieke Leenknegt, Vans Global Chief Marketing Officer. “For us, Lizzie embodies the free-spirited mindset of our brand. She has been changing the paradigm for skateboarding in the past decade and is the ultimate personification of what progression means in one’s sport, oneself and most importantly, of culture. There is nobody more equipped to prime the future of Vans than her.”
Armanto is a trailblazer in the world of skateboarding known for her groundbreaking achievements and unwavering commitment to pushing the boundaries of the sport. As one of the most influential skateboarders of her generation, Armanto has redefined what is possible on a skateboard and has inspired countless others to pursue their passions fearlessly.
For the first chapter of the “Always Pushing” campaign, Armanto works with Vans to put women in front of and behind the camera to highlight individuals who have inspired her to push forward. Director Claire Arnold, who has driven creative work across fashion, entertainment, and art communities, showcases Armanto and the community that surrounds her including Eva Armanto (Mom), Mami Tezuka (Skateboarder), Dani Miller (Musician), and Alisa Ueno (DJ/Singer).
Vans’ commitment to consumers is one of progression, happening in different forms and shapes like product design meant for skateboarding and competition prize purse equity. “This is an exciting start to what’s to come with Vans this year,” says Armanto. “I truly believe that together we can make skateboarding more inclusive for women in the next decade. This is our time, and I want to continue to unlock the sport for the next generation of women.”
Vans is excited to welcome the future generation of fans to engage in storytelling in new ways and forms, and more importantly, see themselves in the range of individuals who represent the brand.
For more information about Vans’ “Always Pushing” campaign and to stay updated on the latest releases, visit vans.eu.
