The Elements of Brand Foundation - “VANS”

Core Purpose:

Providing the youth community with stylish, comfortable and innovative
skate shoes, sneakers, slip ons, boots, skateboards, snowboards and clothes. Offering
cool gear for youths interested in BMX, skateboarding, snowboarding and surfing.

Vision:
We would like to become a top designer and distributor of surf, skate and
snowboard gear to the youth community as well as a primary sponsor for extreme
sports athletes involving skateboarding, surfing, snowboarding and BMX. Weʼll know
when weʼre there when we see our brand on skateboards, shirts, shoes, bikes and other
merchandise as well as having name being sported by famous extreme sports athletes
like Bucky Lasek or Geoff Rowley.

Mission:
We like to provide our customers with the best new attractive looks especially
the young people who purchase other advertised clothing like DC, Circa and many
others that will look great with VANS merchandise. Our goal is to make our customers
happy with the way they look with their new and stylish VANS gear.

Values:
VANS footwear, apparel and accessories are created to be comfortable,
durable and stylish - traits demanded by our customers. VANS-sponsored athletes, who
are some of the most talented and colorful personalities in Extreme Sports, endorse and
help design our products, providing a bond with our customers that is strengthened by
the credibility of our athletes and the authenticity of our brand.

Position:
We provide gear that is stylish, athletic and functional. We
cater to young kids all they way to extreme sports professional athletes.
Character: We are primarily a skateboard, snowboard and surf community who are laid
back, athletic and overall friendly young people. We enjoy being with friends, looking
cool and partying.

Positioning Statement:
VANS was formed in 1966, which was well before other similar companies
like Circa, DC, Etnies and Element. So VANS is where skate gear initially started.
Theyʼre also a major sponsor of a summer music tour known as the “VANS Warped
Tour” which has become a music phenomena since it first began in 1995. VANS also
releases a CD compilation called “Off the Wall”. The CD volumes feature various punk
rock and indie bands.