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
Chasing U.S. growth, Tony’s Chocolonely focuses on a retail media and social blend
Premium chocolate brand Tony’s Chocolonely is focusing on retail media and paid social as it targets U.S. growth.
The year the memes took over reality – and marketing followed
Subcultures aren’t niche anymore — they’re the culture. And for marketers, that changes everything.
How to expand programmatic advertising up the funnel, with TripAdvisor’s Matteo Balzani
TripAdvisor marketing exec Matteo Balzani broke down the company’s plans for broadening its programmatic strategy during a live recording of the Digiday Podcast at the Digiday Programmatic Marketing Summit.