#216 Paul Van Doren (Founder of Vans)

Skate Culture

Vans' deep connection to skateboarding culture was not initially planned but became a defining aspect of the brand. Paul Van Doren explains that skateboarders, seen as renegades and misfits, naturally gravitated towards Vans, giving the company an "outward culture and an inner purpose" 1. This unexpected partnership allowed Vans to dominate a niche market, as they began creating shoes specifically tailored for skateboarders' needs 2.

Until the skateboarders came along, Vans had no direction, no specific purpose as a business other than to make the best shoes possible.

--- Paul Van Doren

This alignment with skateboarding culture not only shaped Vans' identity but also propelled its growth and influence within the sporting world.

   

Partnerships

Vans' strategy of forming cultural partnerships was instrumental in its rise to prominence. Paul Van Doren learned from major brands like Nike and Adidas, adopting a "don't copy the what, copy the how" approach to partnerships 3. By aligning with skateboarders and surfers, Vans mirrored the strategies used by these giants for Olympic athletes, thereby creating a unique brand identity.

Do not copy the what. Copy the how.

--- Paul Van Doren

This innovative approach allowed Vans to become deeply embedded in the culture of extreme sports, ensuring its products were both relevant and desirable 4.