British rapper Little Simz fronts Vans ‘This is Off the Wall’ campaign

Vans has partnered with global action sports athletes, musicians and artists – headed up by British rapper Little Simz – for its new ‘This is Off the Wall’ campaign launching today, 5 April.

The campaign, which also includes brand ambassadors, creatives and fashion disruptors – such as pro-skaters Beatrice Domond and Felipe Nunes, American model Irene Kim, Japanese skateboarder Cocona Hiraka, managing editor of HYPEBEAST and DJ Arthur Bray and Nigerian-American youth poet Salome Agbaroji – aims “to highlight the beauty of individuality and spirit of authenticity”, with a focus on creative self-exploration.

At the forefront of the new campaign comes the Vans ‘Knu Skool’, a refresh of the classic ‘Old Skool’ skate shoe silhouette. “Inspired by the past but built for today”, the modern interpretation of a ‘90s low top is designed with a puffed-up tongue and ankle collar, sturdy suede uppers, signature rubber waffle outsoles and a re-envisioned diamond beveled ‘Sidestripe’.

With a chunky, oversized look and feel reminiscent of iconic skate shoes from decades past, the ‘Knu Skool’ silhouette features an exaggerated look that plays off the original ‘Old Skool’ with the addition of heel pulls, offering easy in and out access.

Speaking about the new campaign, Vans Vice President of Global Brand Management, Carly Gomez, said: “We’re excited to unveil the first global campaign under our new brand foundation that empowers everyone to use creativity to discover themselves, creating a world where anyone can be their unique self.

“During the pandemic, consumers’ idea of creative expression shifted away from ‘this thing that you do for external validation’ toward a journey of self-discovery. We are speaking to our new muse, the creative voyager, with the idea that life is an ongoing work of art, because ultimately, the most ‘Off The Wall’ thing you can do is be yourself as you move through the world.”

Vans Vice President of Global Creative, Rob Teague, added: “Consumers are ready and wanting us to show up in a fresh yet authentic way. This campaign is a bold swing at stopping people in their tracks, forcing reconsideration, and injecting a renewed energy for our brand.

“It connects the dots between what our brand values, and the iconic products we make that have represented that ethos for decades. It’s something larger and more holistic than we’ve done as a brand in the past.”