Cult Branding
According to The Cult Branding Company, cult branding is when a large group of people rally around a company's style. Vans is a shoe for the alternative crowd. The shoe is worn by skateboarders, surfers, and other alternative professionals. Vans was the first shoe company to pay well-known skateboarders to wear their shoes (The cult company branding).
The branding around Vans has been skateboarders and BMX riders. In the 1990s, Vans began creating the world's leading action sport series with the sponsorship of the inaugural Triple Crown (Vans Inc.).
Throughout the years, Vans Checkerboards have been worn by many rockstars including Iron Maiden, the Foo Fighters, and the Ting Tings (Sims). This causes the cult of the brand to another type of alternative which is the punk side of Vans. The company also holds the Vans Warped Tour, which culture is very much a cult in itself. When looking at the Warped Tour, the alternative punk style with Vans shoes is the in fashion.
Paul Van Doren, owner of the company even agrees that the company has a specific style of customers, "So now we stick with just being a cool, native southern Californian youth-culture brand. California is the home of action sports and if we were as big around the globe as were are there, we'd be the biggest shoe brand in the world" (Sims).
The branding around Vans has been skateboarders and BMX riders. In the 1990s, Vans began creating the world's leading action sport series with the sponsorship of the inaugural Triple Crown (Vans Inc.).
Throughout the years, Vans Checkerboards have been worn by many rockstars including Iron Maiden, the Foo Fighters, and the Ting Tings (Sims). This causes the cult of the brand to another type of alternative which is the punk side of Vans. The company also holds the Vans Warped Tour, which culture is very much a cult in itself. When looking at the Warped Tour, the alternative punk style with Vans shoes is the in fashion.
Paul Van Doren, owner of the company even agrees that the company has a specific style of customers, "So now we stick with just being a cool, native southern Californian youth-culture brand. California is the home of action sports and if we were as big around the globe as were are there, we'd be the biggest shoe brand in the world" (Sims).
The video is made about the revolution in skateboarding. When watching the video you will notice all of these skaters are wearing Vans. This moment in skating history is also how Vans gained the slogan off the wall. When a skater starts a movement like getting air out of the dog bowel everything he is wearing, including Vans, become very popular in that community.