Vans promotes creative punk culture with ‘the Spirit of DIY’ brand ambassador campaign

Shoe company Vans started as DIY venture in 1966, and by the 1970s it fully embraced the skate culture that would make the brand famous. Now it’s promoting those who embrace a no-rules and unapologetic DIY nature with its latest ‘Spirit of DIY’ ambassador campaign.

The hardcore punk movement began in the late 1970s and birthed a global community of artists, musicians and fans that continues to uphold the DIY ethos, whereby creators take matters into their own hands to express themselves through art and music. ‘The Spirit of DIY’ celebrates those makers and doers.

In Vans’ latest campaign, different punk artists are featured in videos, from the California-based hardcore band Culture Abuse, to the arist Eduardo Andrade, aka Revolback, in Brazil, to the punk troupe of Skate Society Soweto in South Africa and the Diders in China.

We see them all creating, playing, engaging and building communities through creativity.

“The campaign speaks to a universal idea of creative expression and shows how it’s manifested by Vans family around the world,” said Jamie Reilly, Vans’ vice-president of global creative. “Skate Society Soweto, The Diders, Revolback, and Culture Abuse all embody the true meaning of Do It Yourself as they build their own communities and their own scenes.

“We’re honored to help tell their stories.”

With the goal of further enabling this creative outlet, Vans will host global activations with DIY moments and workshops to not only commemorate artists and musicians who’ve stood in line with the DIY movement, but to invite newcomers to bring their special form of expression to a broader audience.

Through House of Vans and grassroots pop-ups, these DIY activations will be unique to each location and feature musicians and artists who’ve enabled the DIY culture since the 70s, along with individuals who continue the culture today. Flash events will take place from now through the end of September in three continents, from South Africa to Europe and the US.

‘The Spirit of DIY’ expands on Vans’ ‘This is Off the Wall’ narrative, defining what the brand’s catchphrase, ‘Off The Wall’ means. 

See the videos by clicking on the Creative Works box below.

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