WHAT AUDIENCES DID VANS UNLOCK FROM 23 YEARS OF

WHATAUDIENCES DIDVANS UNLOCKFROM 23 YEARSOF SPONSORINGWARPED TOUR?

Vans was founded in 1966 by the brothers Pauland Jim van Doren alongside Gordon Lee andSerge Delia, together they released the firstVans skateboard shoe under the simple name “#44”.Over fifty years later with a business revenue of 2.9bnrecorded in 2017, Vans has become an internationalyouth footwear staple.From the offset, Vans was always credible within, andpurchased by, the skateboarding community, but thebrand recognised that their existing strategy would notfacilitate brand awareness with mainstream audiences.In the mid 90’s, Vans entered into one of the mostsuccessful music-led brand partnerships ever, whichwas undeniably a huge contributor on the brand’sjourney toward achieving global recognition.When Kevin Lyman kicked off the first Warped Tourin June 1995 in Boise, Idaho, he had no idea he waslaunching what would become the world’s most iconicyouth music festival. Ahead of the festival’s secondyear, both Vans and Calvin Klein approached Lymanwith partnerships in mind - Lyman chose to reject thefashion behemoth in favour of the skate shoe brand.THE WORLD’S MOSTICONIC YOUTHFESTIVAL

ACREATINGTHE VANSWARPED TOUR,COMMENCEDA 23-YEARJOURNEYt the time, Vans hadambitions to continuebuilding the brand but hadidentified the need for a crossoverplatform that would allow Vans tobe seen by a bigger section of theyouth market without alienatingthe skateboard scene. Becomingthe headline partner andcreating the Vans Warped Tour,commenced a 23-year journey,enabling Vans to build a credibleassociation with music and sharesome of its skateboarding culturewith a broader audience. Vans’involvement along with otheryouth culture brand partners suchas KINC client, Monster Energy,not only helped to keep ticketprices low, but also facilitated aninitiative where attendees couldbring their parents in for free,enabling attendance by firsttime festival goers and cautiousparents as well as ‘Rad Dads’.Vans started the festival programat 11am and finish at 8:30pm,again with the younger audiencein mind.In its first year the festival hadfocused on electric alternativerock, but in the years thatfollowed the genres expandedand bands like Bad Religion,No Doubt, Blink-182 and evenKaty Perry, travelled extensivelyand built their name as part ofthe Warped Tour. Vans slowlybecame synonymous with thebands and music genres that werefeatured at Warped Tours andon the flip side, the Warped Tourbegan featuring half pipes andskateboard demos. Vans becamethe Warped Tour essential shoeand year by year, Vans grew tobecome the lifestyle shoe as weknow it today.

Consistency played amassive part in Vans’successful association withthe Warped Tour. Being a partnerfor 23 years and activating thefestival brand across the US andglobally, ensured youth audiencesin multiple key markets wereexposed to and experiencedVans’ perspective on music. Vanscontributed stages, brandedtents for fans to meet theirfavourite artists, stickers and othergiveaways and importantly createdpartnerships with key bands,allowing them to create their ownshoe designs to be sold in stores.The combining of longevity, brandauthenticity and connecting topeople emotionally have been thestaples to Vans’ activation of theirWarped Tour partnership. Youthaudiences who experienced Vansthrough Warped Tour, are todayup to 23 years older and manyhave grown-up as loyal brand fans.2018 brings an end to the VansWarped Tour journey but its legacyas the longest running touringmusic festival in North Americaand the largest traveling musicfestival from the United States willendure. It has undoubtedly playeda large part in building the Vansbrand and sales globally. WarpedTour gave underdogs a voiceand millennials an escape to theongoing political climate and theirdaily grind. Vans’ association withmusic genres such as punk and hiphop, are deeply rooted in rebellionagainst political powers and theestablishment, elements that havealso added to the brand’s youthcredibility and appeal.BRANDAUTHENTICITY ANDCONNECTING TOPEOPLE EMOTIALLYHAVE BEEN THESTAPLES OF VANS’ACTIVATION

Warped Tour helped Vans unlock a moremainstream youth culture audience.As skateboarding was also a definablyCalifornian culture, music also gave the brand moregeographical scope across the US and world-wide.It has been confirmed that 2018 will see the finalWarped Tour events.The musical heritage Vans has achieved with WarpedTour over the past 23 years, has opened the doorfor other current day music pursuits to be explored,especially the House of Vans concept, Vans ownedand branded music, art and skateboarding venues. Foryears to come, the Vans Warped Tour will be upheldas a pinnacle example of authenticity, legitimacy andrelevance in music brand partnership.UNLOCK A MOREMAINSTREAMYOUTH CULTUREAUDIENCE.CREDITS ument prepared by:Paul Knipe - Founder & Managing Directorand Annkatrin Siegl - Music Account ExecGET IN TOUCH:hello@kinc.com 44 (0) 207 226 8787www.kinc.com Copyright The KINC Agency Ltd 2018. This report and its contents are the property of The KINC Agency Ltd.

Vans skateboard shoe under the simple name “#44”. Over fifty years later with a business revenue of 2.9bn recorded in 2017, Vans has become an international youth footwear staple. From the offset, Vans was always credible within, and purchased by, the skateboarding community, but th