VANS Australia (July 17, 2024) – Ask any skater: the good stuff happens when you push the limits in pursuit of progression. When you engage in constant forward motion, honouring and respecting tradition but building on it as you go. This fiercely forward-thinking ethos — in skateboarding, art, music and everything in between — is at Vans’ longstanding “Off the Wall” mindset and at the core of Vans’ new approach to storytelling launching with “Always Pushing.”

Above: Curren Caples

“Always Pushing” is an ode to the free-spirited attitude of progression and youthful optimism that has driven skateboarding culture – and, by extension, popular culture – forward since Vans was founded in 1966. It’s a call to action to the Vans community to create the future they want to see and push culture in the direction they want it to go.

Above: Zion Wright

In support of this creative charge, Vans has tapped a wide array of creatives that embody the “Always Pushing” ethos. “Always Pushing” is a tapestry of content that spans cities worldwide, from Paris to LA and Tokyo. It was developed in partnership with ALEX/2TONE, a creative director, visual and graffiti artist, and designer who’s the creative force behind — and co-founder of — legendary LA streetwear brand Born X Raised. Joining him are Vans Skate team riders Lizzie Armanto, Elijah Berle, Mami Tesuka, Zion Wright, Willow Voges Fernandes, Hugo Westrelin, Tania Cruz, Rio Morishige, Beatrice Domond, Curren Caples alongside skate legend Tony Alva, rap duo Paris Texas (who soundtracked the campaign), photographer and Vans Brand Curator Atiba Jefferson, artist Jahlil Nzinga and a wide array of global skateboarders, BMXers, and creatives who embody the “Always Pushing” ethos through their commitment to fearless progression.

Above: Tania Cruz

In support of this creative charge, Vans has tapped a wide array of creatives that embody the “Always Pushing” ethos. “Always Pushing” is a tapestry of content that spans cities worldwide, from Paris to LA and Tokyo. It was developed in partnership with ALEX/2TONE, a creative director, visual and graffiti artist, and designer who’s the creative force behind — and co-founder of — legendary LA streetwear brand Born X Raised. Joining him are Vans Skate team riders Lizzie Armanto, Elijah Berle, Mami Tesuka, Zion Wright, Willow Voges Fernandes, Hugo Westrelin, Tania Cruz, Rio Morishige, Beatrice Domond, Curren Caples alongside skate legend Tony Alva, rap duo Paris Texas (who soundtracked the campaign), photographer and Vans Brand Curator Atiba Jefferson, artist Jahlil Nzinga and a wide array of global skateboarders, BMXers, and creatives who embody the “Always Pushing” ethos through their commitment to fearless progression.

Above: Paris Texas

“Our mission is to inspire and empower our consumers to live ‘Off The Wall,’ embodying the relentless determination to push things forward,” shares Drieke Leenknegt, Vans Global Chief Marketing Officer. “This progress is fueled by partnering with athletes and creatives who bring unique perspectives to the forefront, inspire the next generation in how they view the world differently.”

Launching today with one hero story and thematic extensions through fall, “Always Pushing” brings Vans mission to life with all the optimistic, irreverent, and free-spirited moments that capture the collective attitude of Vans’ global community. Hyperlocal and unique media plans will bring the stories to fans and newcomers worldwide during cultural milestones across fashion, as seen with the OTW by Vans experience in Paris this past June, iconic sports moments scheduled this summer, highly anticipated cinema releases, and The Bunt Jam – seamlessly integrating Phygital experiences. Through close partnerships with social platforms, we use data to enhance our creativity, not replace it, ensuring our message resonates authentically at every touchpoint.

Above: Elijah Berle

Above: Nati Lemper

Above: Hugo Westrelin & Alix Malnati

Special products, events, and experiences supporting the “Always Pushing” anthem will be rolled out in 2024, starting with The Bunt Jam — a weekend of music and skateboarding — in Toronto on July 19 and 20.

Visit vans.com.au/alwayspushing for more information.