Following the launch of the luxury line OTW, Vans continues to unfold an exciting new phase for the brand with the appointment of Atiba Jefferson to the newly created position of ‘Brand Curator’. The announcement comes not long after Vans debuted its new campaign titled ‘Always Pushing’, which is dedicated to a progressive conversation between brand and consumer.
The appointment of Atiba Jefferson marks a bold push from Vans into the worlds of music, fashion, art, design and streetwear given Jefferson’s impressive portfolio. Born in Colorado Springs before moving to California in 1995 and making a name for himself as a photographer and in the pro-skate community, Jefferson has become one of the most influential figures on the scene. Through his new position at Vans, Jefferson will co-create with Vans Skateboarding as they work towards a new vision for the brand. Going forward Vans will look to prioritise a global network of changemaking cultural figures as they build a new pathway between product design and consumers.
With the launch of the ‘Always Pushing’ campaign, Vans seeks to capture the spirit of freedom and progression that the brand was founded on 50 years ago. “Always Pushing is a renewal of Vans’ commitment to pushing skateboarding forward,” shares Drieke Leenknegt, Vans Global Chief Marketing Officer. “Like the generation that founded Vans’ non-conforming, ‘Off The Wall’ mindset, we also serve the future generation that looks to skateboarding and the culture that surrounds it to drive progression and positive change. Atiba is the perfect partner as the driver to that evolution.”
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