Ch. 11- Developing and Managing Products

The first decade of Vans' history was somewhat rocky, the brand slowly took incremental steps to improve both its product and its process. For instance, customers began complaining that the diamond tread found on the shoe's sole would often crack and split so the team got to work and eventually designed the famed waffle sole. This waffle sole offered improved durability and extra grip, making it a favorite among locals and early brand supporters.

It wasn't until the mid-70s that the skateboard boom in America saw Vans explode in terms of popularity. The decision came when legendary skaters Tony Alva and Stacy Peralta approached the company with the idea of creating a specific shoe with skateboarding in mind. Soon after this point the #95 (a shoe now commonly known as the Era) was born. The shoe featured a padded ankle collar to protect the user from damage as well as offering a robust construction.

With Vans booming in popularity amongst its young skateboarding followers, the brand would go on to fully embrace its skateboarding roots during the late '70s. It was around this time that Vans would release a trio of skate-ready models that would go on to be some of the brand's biggest models to date. In '77 vans would release the "#36", a shoe more commonly known today as the Old Skool. The Old Skool featured leather panels for durability and the debut of the "jazz stripe", an identifiable logo found on the exterior of the sneaker.

Later that same year, Vans introduced the "#98" aka, the Classic slip-ons. This lightweight shoe arrived without laces and had a lightweight construction, and a grippy waffle sole meaning skateboarders quickly favored it. Finally, in 1978, Vans released the SK8-HI, a new high-top trainer perfect for protecting skaters' ankles and adding extra stability.

Vans has kept the style and models of their classic shoes since their start in the 70s. Now, these shoes come in an endless amount of different colorways and can even be customizable for the consumer.