Road to Brandweek: Vans' Kristin Harrer on Agility During the Pandemic

How adaptive marketing and strong social messaging built 'a people company that makes shoes'

Whether you’re an old-school brand keeping it real or a Gen Z brand just trying to “keep it 100” during the pandemic’s social distance, authenticity still matters to brands growing with their consumers. Vans’ #OffTheWall approach to brand-building uses art and creative self-expression to keep its 55-year-old purpose feeling younger than its years.

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This story first appeared in the Sept. 13, 2021, issue of Adweek magazine. Click here to subscribe.