Only five seats remain

for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.

SECURE YOUR SEAT

How Vans’ vp of design put the aging brand on every cool kid’s radar

When Vans collaborated with Japanese contemporary artist Takashi Murakami for a line of sneakers and apparel in 2015, the world’s cool kids took notice. The patterns — Murakami’s signature psychedelic designs in a bold rainbow of colors — debuted at a celebration in Downtown Manhattan, at Soho’s Opening Ceremony store. The items, sold globally through boutique partners like Opening Ceremony and Bodega, quickly sold out.

The collaboration was part of the Vans Vault line, a limited sneaker and apparel category at Vans that remakes the classic sneaker lines (Vans’ slip-ons, high tops, lace-ups and more) with premium materials and designer collaborations, and sells them at higher-end price points. In its 10th year, when the Murakami collaboration dropped, Vault had officially established itself as a force to be reckoned with in the exclusive lifestyle footwear lexicon, on par with Adidas’s Originals and Nike’s Lab lines.

buttonglossy-01

More in Marketing

Possible Day 2: Breaking down agentic’s impact on marketing, including multicultural

Day 2’s interviews featured Molly Battin of The Home Depot, Kirk McDonald of Sundial Media Group, and Omnicom Media’s Joanna O’Connell.

Meta opens its ad ecosystem to third-party AI tools

The platform is introducing Meta ads AI connectors, as part of its broader AI push to make campaign management easier.

The promise and threat of AI, as understood through the eyes of Possible

Nielsen’s Peter Naylor, Multilocal’s Fern Potter and Crossmedia’s Kamran Asghar shared their learnings and teachings coming out of the Possible conference in Miami.