Vans - Surf work

This was some of my favorite work we did while I was at Vans, a full repositioning of our surf category. It was a cross functional project that impacted not just how we marketed, but how we chose the team, what events we put on, and what kind of products we made. We started out with an insight that the whole industry, although it had a history of experimentation and innovation, largely looked the same. So we made stuff that looked different, and we acted different. We called it "Outside the Lines." There is so much work that came out of this thinking, but here are some highlights, and here are some results: five years after launching this effort, we’d re-positioned ourselves, rebranded ourselves, brought several truly innovative products to market, changed the way we showed up at our events and in our marketing, we’d launched a couple content series, won awards in and outside the surf industry, and the business had nearly quadrupled.