Chapter 1- Overview of marketing

 Mission statement:

“ To enable creative expression—and inspire youth culture —by celebrating and encouraging the Off the Wall attitude that comes from expressing your true self .”

Brief Histoy:

Originating in 1966, the Van Doren Rubber Company, now known as Vans, was born from humble beginnings in Anaheim, California by brothers Paul and James Van Doren. Relying on simple construction, namely a canvas upper and waffle sole, the Van Doren brothers made waves early on by introducing a low-profile silhouette that soon attracted the attention of local skateboarders. Over the course of the 1980s and 1990s, the energy surrounding the skateboarding scene saw Vans embraced by film fans and performers of the rock variety, including punk bands and purveyors of metal. From 2008 to 2016, Vans tripled its revenue from $750 million to 2.3 billion, an unprecedented figure even within the sneaker industry. Now, the multi-billion dollar entity is the predominant force in skate culture and a major player in sportswear worldwide.