for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
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.
More in Marketing
Why Coca-Cola has made World Cup TV ads one part of its sports marketing play
The new Powerade World Cup 2026 campaign takes a 360 approach across social, digital, and traditional TV advertising to maximize impact.
Future of Marketing Briefing: In the age of AI, taste is the new competitive advantage
in a world where the tools are everywhere and the output is indistinguishable, taste is the last thing that actually compounds.
Nike’s Boston Marathon billboard chiding walkers inspires new Asics and Ecco campaigns
After Nike removed a controversial Boston Marathon sign late last week, Asics and Ecco responded with messaging focused on inclusivity and everyday movement.