Engaging Brand Experience Featured Performances by Erykah Badu, Nas, Yeasayer and More
Cypress, CALIF. (March 17, 2016) – Last night Vans honored its 50-year heritage alongside thousands of guests who gathered at the House of Vans in New York and Austin to celebrate five decades of cherished “Off The Wall” memories. On the heels of the newly released campaign The Story of Vans, Brooklyn mainstay House of Vans and beloved SXSW pop-up House of Vans at the Mohawk, were transformed to showcase an imaginative representation of iconic moments from Vans’ legacy. To top off the enthralling Vans’ experience, Erykah Badu, Nas and Yeasayer galvanized the crowds for a night that will forever go down in history.
House of Vans Brooklyn captivated eager attendees through a striking checkerboard threshold, in an entrance where they were immediately transported into the world of Vans. A retrospective look at the brand’s history was blended with a curated selection of Vans footwear highlighting the design progression over the last 50 years. Throughout the venue, The Story of Vans came to life through towering cutouts and displays, engaging guests who were treated to custom made, embroidered Vans checkerboard Slip-Ons. A crescendo of energy peaked during the obligatory birthday cake reveal, as Vans’ own Steve Van Doren graced the stage, joined by Vans athletes and extended family, to toast the once in a lifetime moment. The pinnacle of the event yielded an unprecedented hit-after-hit performance of classics by New York hip hop legend Nas, with a melodic supporting show by local indie-rock favorite Yeasayer.
Meanwhile, House of Vans at the Mohawk opened its fourth straight year at SXSW Music Festival in Austin, TX, kicking off the four-day musical series with a historical presentation of Vans band shoe collaborations including projects by music legends Motörhead, The Bad Brains, The Descendants, Public Enemy and more. The night closed with creative icon Erykah Badu, who delivered an electrifying serenade to celebrate 50 years of “Off The Wall.”
Vans continues its celebration with more House of Vans 50th anniversary events scheduled in London, Sau Paulo, Toronto, Seoul, Kuala Lumpur and Hong Kong. These events are just the beginning as Vans looks to expand the House of Vans experience around the world to further cement Vans’ dedication to fostering creative expression through action sports, art, music and street culture. Throughout 2016, Vans will host a variety of activations including skateboarding demos, music events, interactive design workshops and art installations within the House of Vans, all to continue to encourage the creative communities that have supported Vans for the past 50 years and that will continue to support Vans for years to come.