Vans Elevates Skateboarding Culture in Paris with Iconic Sacré-Coeur Showcase

Vans, the iconic footwear brand, is making a bold statement in Paris by bringing its skateboarding culture to the heart of the city. One year after launching its OTW (Off the Wall) initiative with a skate ramp by the Seine, Vans is returning to Paris Men's Fashion Week with a series of events that blend the worlds of skateboarding and culture. This time, the brand is taking over the Sacré-Coeur, a landmark that dominates the Montmartre district, with a skateable installation that promises to captivate audiences.

Vans Redefines the Intersection of Skateboarding and Culture in the City of Light

Embracing the Spirit of Skateboarding in Paris

Vans' ambitious Paris activation is a testament to the brand's commitment to celebrating the art of skateboarding. Despite the traffic restrictions in the run-up to the 2024 Olympics, Vans is determined to create a unique experience that showcases the sport's vibrant culture. The brand is building a skateable installation in front of the iconic Sacré-Coeur, allowing riders to take to the ramps and showcase their skills against the backdrop of this architectural marvel.The event, which coincides with the Fête de la Musique and Go Skateboarding Day, will feature live skate demonstrations and performances by leading French and international acts. Vans is collaborating with L.A.-based creative studio Playlab, Inc. and California Skateparks, the same team that constructed the facility for the Street League Skateboarding championship in Paris earlier this year.

Celebrating the Art of Skateboarding through Exhibitions and Collaborations

Vans' Paris activation extends beyond the skateable installation, with a series of events that highlight the brand's commitment to the art of skateboarding. The "Commitment to Progression" gallery tour, featuring the work of industry legend and longtime collaborator Anthony Van Engelen, has made its way to the French capital after stops in Los Angeles, Shanghai, and Seoul. The tour includes a public skate jam on the iconic Place de la Bastille, a gathering point for riders in Paris.Additionally, Vans is hosting a party for the "Atiba Jefferson: Skate Photography" exhibition, curated by the late Virgil Abloh's creative studio, Architecture. This showcase documents 30 years of Jefferson's work, capturing the essence of the skateboarding community.

Innovating with Exclusive Sneaker Collaborations

Alongside the events, Vans is dropping a limited-edition sneaker designed in collaboration with Dutch artist Piet Parra, known for his surreal bird-like characters. This exclusive release will be available only to friends of the brand in Paris, further cementing Vans' commitment to connecting with its core audience.Vans' presence in Paris ahead of the 2024 Olympics is a strategic move, as skateboarding will be included as an official competition for only the second time. The brand sees this as an opportunity to celebrate the sport and its global community, with a particular focus on the rising generation of female riders, such as Arisa Trew, who recently made history by becoming the first woman to land a 900 – a two-and-a-half-revolution aerial spin performed on a ramp.

Navigating Logistical Challenges to Deliver a Transformative Experience

Vans' Paris activation is not without its challenges, as the brand navigates the traffic restrictions and construction efforts in the city leading up to the Olympics. However, Vans' global chief marketing officer, Drieke Leenknegt, sees these obstacles as opportunities to showcase the brand's resilience and determination, much like the mindset of a skilled skateboarder."It's always hard to create new space, but at the same time, it's also the most exciting to do that," Leenknegt said, drawing a parallel between the brand's approach and the attitude of young riders. "When you do an 'off the wall,' when you're up in the air, you don't know if you're going to land safely. So the attitude, which is also the attitude of young people, is pretty determined."Vans' commitment to the Paris activation is a testament to the brand's belief in the transformative power of skateboarding culture. As the brand continues its turnaround efforts, it is placing skateboarding at the forefront, reminding the world that it is the heart and soul of the Vans brand.