Vans launches "Girls Skate India" campaign

By

Cassidy Mantor

Published
Mar 2, 2018

VF Corporation's Vans has launched a campaign called "Girls Skate India" as part of its This is Off the Wall 2018 brand campaign specifically designed to target girls and women in emerging markets.

Vans released a five minute YouTube video showing a glimpse into the rigid cultural limitations facing girls in India. Vans athlete Atita Verghese, and founder of the nonprofit called "Girls Skate India" opens the video saying "girls have been oppressed in India", before going on to describe how skateboarding offers an outlet that pushes those traditional boundaries.

Jamie Reilly, Vans Vice President of Global Creative, said "We wanted to tell stories about the communities that grow around creative endeavors, whether it’s skateboarding, art, or music, these activities connect people with one another."

The campaign follows a narrative of female skateboarders riding and building their skate communities in India. In addition to Atita Verghese, Vans team athlete Lizzie Armanto stars in the campaign alongside Indian girls to tell the story of how skateboarding helps lift girls up beyond cultural limitations.

Girls Skate India is the latest iteration of Vans' campaign to engage women and girls with the brand.

April Vitkus, Senior Director of Vans Global Brand Marketing, said “We are hopeful that shining a light on skateboarding to girls and women will showcase how empowering it can be.”

As part of the campaign, Vans will offer skateboarding clinics in global cities, starting on International Women's Day, March 8, 2018. Girls and women are invited to the branded events to learn how to ride and to experience skate culture.

Cities that will host activations include Bangalore, Mexico City, St. Petersburg, Shanghai, and São Paulo. London, Brooklyn and Chicago will also host events.

Vans plans to roll out additional stories within its This is Off the Wall campaign over the coming months. 

Information about ongoing Vans girl-specific skate activations are available on the Vans website and social channels.