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.
-
Why health care network Tia wants to reach women through OOH, social media
Aside from boosting brand awareness, Tia is approaching its marketing with a mission: inspire women to encourage systemic change regarding how they are treated in health care and combat medical gaslighting.
-
Lime’s new ad campaign puts efficiency on par with sustainability
Lime's latest campaign in Berlin and Washington, D.C. and San Francisco continues the company's focus on local markets.
-
Why Netflix, Paramount+ and other streaming services are borrowing from gaming IP as the media wars heat up
Consumers’ rabid interest in gaming IP has effects beyond streaming numbers. The popularity of game-inspired shows can flow back into the games themselves, as shown by the sharp increase in Cyberpunk 2077 activity following the release of “Cyberpunk: Edgerunners” in September.
-
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
Sponsored by Vevo With the competition from content providers continuing to build, the traditional primetime TV slots are no longer guaranteeing the mass audiences they once did. Television viewership is evolving, and the primetime window of 8–11 p.m. is less broadly reflective of younger audiences’ content consumption habits. In 2022, attracting TV viewers is a […]
-
Why companies like iHeartMedia, NBCU rely on homegrown IP to build metaverse engagements
The success of recent brand activations is evidence that media and entertainment brands are the companies best equipped to build metaverse spaces that can dodge online skepticism, thanks to their wealth of owned IP.
-
How sunglasses brand Quay retooled its advertising to be less reliant on performance marketing following iOS changes
Prior to the iOS changes, Quay was spending the majority of its ad dollars on performance marketing tactics and influencer marketing.
