Vans is always pushing. Skaters are always pushing. And thus, Vans and a cohort of its skateboarding peers present “Always Pushing.”
“Always Pushing” is a compactly titled campaign that spans the real world and digital realm alike, a far-reaching initiative that primarily intends to push the good word of skating.
But also to “push culture in the direction they want it to go,” according to Vans’ press release.
Legendary deckmasters like Tony Alva join upstart pros like Lizzie Armanto, Beatrice Domond, Zion Wright, Mami Tesuka and Hugo Westrelin in a short film overseen by BornxRaised co-founder 2Tone, who joined the skaters on-deck.
Also in the film and shots are friends of Vans like Atiba Jefferson, artist Jahlil Nzinga and the musical duo of Paris Texas, who produced the music for “Always Pushing.”
“Our mission is to inspire and empower our consumers to live ‘Off The Wall,’ embodying the relentless determination to push things forward,” Drieke Leenknegt, Vans Global Chief Marketing Officer, said in a statement. “This progress is fueled by partnering with athletes and creatives who bring unique perspectives to the forefront and inspire the next generation in how they view the world differently.”
Beyond the digital rollout, “Always Pushing” will be realized across the globe in a variety of IRL and online projects that range from OTW by Vans’ Paris activation to summer programming and 2024’s edition of The Bunt Jam, continuing through the fall.