Vans, the sneaker and sportswear brand, celebrates its 50th anniversary this year. To mark the milestone, the brand launched its “House of Vans” concept in 10 international markets this month. The concept, which originated in Brooklyn in 2010, is a venue that brings the brand to life through action sports, music, art, and street culture.
"For our 50th anniversary [this year], we wanted to honor our heritage in supporting creative expression and expand the reach of House of Vans, so everyone around the world could interact with the brand firsthand," said a brand marketing rep at Vans. Vans chose global markets including London, Hong Kong, and Toronto for the simultaneous launch parties on March 16—areas where it finds a high level of engagement with consumers. Each House of Vans kickoff event featured its own mix of entertainment, including performances from the likes of Wu-Tang Klan, Nas, and the Killers. The bashes also featured interactive components, including D.I.Y. workshops and shoe customization. Additionally, the brand educated guests about its history through a gallery of vintage Vans products and other materials. The London and New York versions will remain open as permanent venues while the other locations are temporary.
Another focus of the anniversary activation is to shine a spotlight on Vans' new campaign. Also launched on March 16, the campaign highlights Vans' commitment to creative expression in sports, art, music, and street culture. Dubbed "the Story of Vans," the new campaign highlights the brand's 50-year history. Here's a peek inside the House of Vans openings in several global markets.
