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At Adweek’s Elevate Brand Safety event last week companies including Vans, TikTok, the Wall Street Journal and the Washington Post brought insights on the importance of uplifting communities to strengthen brand relationships. First up was April Vitkus, Senior Director of Global Brand Marketing and Strategy for shoe and apparel brand Vans. Vitkus discussed why authentic collaborations are key in today’s world and how a brand positions itself as inclusive and supportive of marginalized communities, among other topics.
Fostering authentic collaboration
Until recently, it was the big-name celebrities and athletes like Michael Jordan who signed massive brand deals and acted as the face of the company.
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