The VANS Story: From Bankruptcy To a $2.3 Billion Behemoth | How skateboarding transformed the brand into a symbol of American counterculture
For a culture that hates on all things corporate (or pretends they do) it’s pretty funny that Vans is thought of as a “core” brand when held up beside Nike, Adidas, and others when it is rakes in about $2.5 billion in revenue a year and is housed in an even larger corporation. Still… cool story bro. Read all about the history of Vans, which hasn’t always been smooth sailing and “Damn, Daniel”‘s.
Sample:
Although Vanscurrently boasts mounting profits, the California sneaker brand has far from a smooth history. The company has filed for bankruptcy, closed factories, and changed ownership multiple times in its fifty-one-year history. In many ways, at least up until recently, Vans has survived in spite of itself. Despite questionable business choices and many failed ventures, due to a cult loyal following—and significant help from a slew of iconic skaters—the brand transformed from a casual footwear manufacturer into a symbol of American counterculture and independence.
Click to GRAILED for the story of the history of Vans
Follow BOARD RAP on Insta for more updates.
