Vanguards - Vans | Clapboard Ad Archive
Vans’ 2019 campaign Vanguards is a defining moment in the brand’s ongoing narrative as a cultural leader within the fashion and retail services sector, showcasing the pioneering spirit of female skateboarders Lizzie Armanto, Yndiara Asp, Mami Tezuka, and Brighton Zeuner. This film campaign deliberately eschews traditional storytelling and overt product placement to focus instead on intimate, authentic portraits that capture the individuality and creativity driving a new wave of skateboarding culture. By spotlighting these trailblazing athletes, Vans positions itself not just as a footwear and apparel provider but as a facilitator of progressive youth culture, reinforcing its deep-rooted association with action sports, art, and music. The campaign’s approach aligns with what Clapboard’s taxonomy identifies as FORMAT#10 ASSOCIATED USER IMAGERY, presenting real personas who embody the values Vans champions—style, passion, and self-expression—thereby fostering a direct emotional connection with a young, aspirational audience eager to define their own identities. Vanguards also challenges gender norms within the traditionally male-dominated skateboarding world, elevating inclusivity and diversity as core brand principles while implicitly supporting initiatives like the Vans Park Series and House of Vans that cultivate community and innovation. The single media asset, a dynamic film, acts as a rallying point for Vans’ global skateboarding community, inviting viewers to engage with the broader Vans Skate Team and reinforcing the brand’s status as the original action sports lifestyle authority. The campaign earns 76/100 in Clapboard’s global creative archive. Vanguards matters to the industry because it demonstrates how retail brands can authentically leverage subcultural narratives to build cultural capital and inspire a new generation of consumers who value creativity and inclusivity as much as product performance.
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