Vans, the original action sports brand and icon of creative expression, revealed the next chapter of its global brand campaign, This Is Off The Wall, with “Girls Skate India”.
First launched in 2017, This Is Off The Wall showcased the essence of “Off The Wall” through a diverse set of stories, shining light on the various forms of creativity Vans has always supported. This year, Vans is taking a closer look at creative communities around the world through a comprehensive campaign of video content and activation platforms 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,” said Jamie Reilly, Vans 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.”
The first installment of This Is Off The Wall is “Girls Skate India”, an emotional narrative that shows female skateboarders inspiring and empowering the next generation through skateboarding and D.I.Y. spot building, activities that are often considered unorthodox for girls. Featuring Vans athletes Lizzie Armanto and Atita Verghese, “Girls Skate India” shows Indian girls gain confidence through skateboarding and highlights how a nontraditional activity provides an outlet for them to express themselves.